Web Attracting More Ad Dollars

[Sydney, AUSTRALIA] Australian Web sites drew more than AUS $22 million (US $13.2 million) in
advertising in the three months up to June this year, according to online
analyst and research group www.consult.

According to the company’s AdMonitor service, which provides monthly
online advertising expenditure numbers by advertiser and industry, revenue
growth has been increasingly strong for the past three months.

June revenue was placed at AUS $8.5 million (US $5.1 million), compared to
the total AUS$6.6 million (US $3.96) spent online in the same period last
year.

AdMonitor results are based on the active campaigns identified by the
service and run on the 300 Australian Web sites accepting paid advertising.
These estimates are confirmed in consultation with Australian online
publishers, advertising networks, agencies and advertisers to produce a
final figure, the company said.

The aggregated data shows that in the five months to May, ten
advertisers have been consistently spending more than $100,000 a month on
their online advertising.

According to the company, another indication of strong growth in the
industry is that there are now more than 70 advertisers spending up to
AUS $20,000 (US $12,000) in online advertising on a monthly basis,
representing three times the number of advertisers compared to last year.

Releasing the online advertising figures, www.consult’s media analyst,
Anthony Tan, said the results indicated that online publishers and agencies
were delivering value to their clients.

“The key advertising categories driving online spend are banking and
financial services, retail, classifieds, technology and media,” said Mr
Tan.

“The half-yearly results confirm www.consult estimates of a $100 million
year in online advertising revenue, excluding Olympic advertising. Should
the consistent growth in online advertising continue through to December,
the Australian Internet economy will have experienced three-fold
advertising growth for three consecutive years,” he said.

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