IAB: Mobile Leads the way in Digital Advertising

According to a new report from IAB out of Australia, digital advertising spend has continued its “inexorable climb” due to the strength of mobile.

The growth, we’re told, reflects the increasing consumer consumption of digital formats, reaching 48.6% of all advertising spend for calendar year 2016, up from 42.5% in 2015.

These findings and projections are all contained within the 2016 Report from CEASA (Commercial Economic Advisory Service of Australia).

The CEASA report is the only industry report to capture ad revenue from all major paid media channels, using authorised data sources from industry bodies including ThinkTV, Outdoor Media Association, IAB Australia and Commercial Radio Australia; as well as data from all agency groups.

“As the stakes increase it is important that cools head prevail and we rely on independent data from organisations such as the CEASA for media planning decisions rather than from incomplete sources,” says Gai Le Roy, Research Director at IAB Australia. “To understand the whole media market we must have data on direct advertiser spend and not just selected agency data. Without this we are missing almost all SME advertising spend as well as that of the larger advertisers that are taking more of their buying and planning in-house.”