Archive for December, 2007

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.

1. RealEstate.com.au -> 22.93%
2. Smh.com.au (Sydney Morning Herald) -> 7.70%
3. NineMSN - Hotmail -> 6.32%
4. TheAge.com.au -> 4.10%
5. News.com.au -> 3.72%
6. BigPond.com -> 3.68%
7. WhitePages.com.au-> 3.5%
8. Yahoo!& Mail ->3.34%
9. Domain.com.au -> 3.25%
10. 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).

Best practice online marketing requires a good knowledge of your target audience so that you can develop a tailored online strategy. If you are planning an online marketing campaign in Australia, the following information will help you to find out who is the typical Australian internet user.

According to the latest census from the Australian Bureau of Statistics, 58% of the Australian population has access to internet. 20% of the Australian population still rely on dial up connection, while 37% has broadband access.

• More Girls

Based on Hitwise Data for the last 12 weeks, it appears that the typical Australian internet user is more likely to be a girl, as 52.02% are female, whereas 47.98% are male.

• Over 35

Looking at the demographics, a large proportion of the Australian internet population is over 35 years old (66.3%), with a high proportion of users over 55 (26.28%). The 18-24 years old slice represents only 13.77%.

• From the East Coast

More than 81% of the Australian Internet population lives on the East Coast (NSW, VIC, ACT, TAS, QLD) with around 34% for New South Wales. South Australia and Northern Territory only account for 8%, while Western Australia represents 11%.