Aussie IAB predicts 17% adshare for 2009
From The Australian, IAB Australia CEO Paul Fisher is predicting online advertising could reach almost 17% for the full 2009 year, up from 12.5% in 2008. This is based on analysis of the first half calendar year where online grew at 12& against an 8% decline on total media spending in the Australian market.
Paul suggests that this 2% half yearly growth could continue in the first half of 2010, maintaining annual growth of 14% for the full 2010 year. I agree with his sentiment that the migration of Australian advertising to the online medium is the most significant change to the advertising industry in many years.
In New Zealand the growth is more cautious, but equally significant in terms of the structural shift underway. The local industry is awaiting the independent ASA media splits with great interest.