Even if many experts have predicted the death of online display advertising, it seems like it did not happen in 2007. According the the Internet Advertising Bureau, the online display market in Australia has generated over a $1 billion dollars in revenues in 2007 compared to $620 million in 2006.
Australian businesses seems to have picked up online advertising more than their Australasian counterparts as they are allocating around 14% of their total advertising budget to online activities (including Classifieds, Search and Display)
Recently Nielsen Online AdRelevance, has released their latest research on display advertising in Australia and has identified the most popular websites for display advertising. The rankings below are based on the share of total ad impressions from November 2006 until October 2007 in Australia.
- RealEstate.com.au -> 22.93%
- Smh.com.au (Sydney Morning Herald) -> 7.70%
- NineMSN – Hotmail -> 6.32%
- TheAge.com.au -> 4.10%
- News.com.au -> 3.72%
- BigPond.com -> 3.68%
- WhitePages.com.au-> 3.5%
- Yahoo!& Mail ->3.34%
- Domain.com.au -> 3.25%
- Whereis.com ->2.98%
RealEstate.com.au has a strong dominance of the market with over 22% of the total ad impressions. Newspapers online (smh, theage) are gathering a good share of the market in the same way as email addresses providers (Hotmail, Yahoo and BigPond).