Online advertising tops magazines and radio

SmartCompany /

A surge in spending on online advertising in the September 2007 quarter in Australia will see it leap ahead of radio and magazines to become the third biggest advertising platform, a new PricewaterhouseCoopers report shows.

Online advertising spending in the three months to September increased 6.8% to $347.8 million. That result should push the total online advertising spend for 2007 to $1.4 billion, a 40% increase on last year.

This would put online advertising ahead of radio, which is set to book $990 million, and magazines, on $1.35 billion. Newspapers continue to attract the biggest ad spend, likely to hit $3.5 billion in 2007, just ahead of free-to-air television on $3.4 billion.

Search and directory advertising attracted the biggest chunk of online spending, followed by banner and pop-up ads and classifieds, the report found.


SmartCompany is the leading online publication in Australia for free news, information and resources catering to Australia’s entrepreneurs, small and medium business owners and business managers.

We Recommend