Mobile gallops on, relentless. According to eMarketer’s latest worldwide ad spending forecast, mobile ad spending will exceed expenses on TV in Australia this year, for the first time. Mobile ad spending in 2016 will account for 25.3% or $2.71 billion of total media ad spending in Australia. Meanwhile, TV ad spending will amount to 24.2% or $2.58 billion of the total, in the country.
eMarketer forecasting analyst Shelleen Shum said, “Digital and mobile ad spending saw stronger-than-expected growth in 2015, driven by a significant increase in digital video advertising. Australia boasts one of the highest smartphone and tablet penetration rates in the Asia-Pacific region and ad dollars have followed consumers’ eyes to mobile.”
eMarketer has lowered its growth projections for TV ad spending and increased its estimates for digital, including mobile, spending since its last forecast. This is because data from some of the commercial TV networks showed lower-than-expected growth due to the growing popularity of various subscription video-on-demand (SVOD) services launched this year and last.
“Traditional TV is facing strong competition from digital streaming subscription alternatives like Netflix that have appealed to consumers who are drawn to the ability to stream content anywhere, on-demand,” Shum added.
Next year, digital will account for more than half of all ad spending in Australia, or $6.94 billion. By 2020, eMarketer estimates, this share will have risen to more than 57%.
Author: Revati Nair
Revz to her friends, Revati is a graduate in Media and a shutterbug. She’s been writing for some time now, and has trained as a photojournalist with a leading daily newspaper too. Twitter: @NairRevati