Digital ad spend hits $13.9 billion for FY22, showing signs of slowing growth

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Australia’s local online advertising market saw a 22% year-on-year increase to $13.9 billion for the financial year ending June 30, 2022, according to the spending report. IAB Australia Online Advertising (OER) prepared by PwC.

Fueled by the federal election as well as the Summer and Winter Olympics, all categories saw double-digit year-over-year growth, with video advertising peaking at 58% share of general display advertising. However, OER data points to more modest growth of 10.6% in the June quarter, reflecting market shifts and a recalibration of activity.

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Mobile advertising regained ground in the fiscal year as mobility increased post-pandemic, while CTV’s video ad spend share declined slightly, although it still accounts for the largest share of revenue video devices. Programmatic buying of general display advertising for content publisher inventory remained stable at 70%, with a shift towards guaranteed deals.

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For the quarter ending June 30, 2022, the total online advertising market was $3.631 billion, with all categories seeing year-over-year growth for the quarter, and general display, driven by video advertising, increasing its share of ad spend by 3%.

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