Online advertising was the fastest-growing category in Australia, according to a December report from the Interactive Advertising Bureau.
For the 12 months to December 2007, spending grew 34.5 per cent to $1.3 billion, slower than the 60 per cent growth rates of previous years.
The outlook for traditional media appears to be less robust.
Broadcaster Ten Network Holdings Ltd downgraded its full year earnings outlook for its core business in June as declining spending on television advertising threatened its bottom line.
BigPond’s general manager of network advertising, Chris Taylor, said new digital media revenue streams, such as online video advertising, were emerging.
“It provides an added dimension which hasn’t necessarily been seen before when advertisers are obviously parking millions of dollars in TV against declining audiences,” he said.
“While static banner display is slowing there are other growth opportunities in terms of mobile and video that will hopefully see people move their traditional budgets from television across to this new form of advertising.”
