Australia's online ad market predicted to grow to $481m in 2008

Frost & Sullivan have predicted that the market will experience strong growth for at least the next two years, despite continuing slowdowns in the overall media market.

Revenues from Australia's online advertising market will grow to over $481 million in 2008, according to Frost & Sullivan predictions.

This represents a 24 percent increase over last year's market value of $387 million, and is particularly surprising considering the current overall slowdown in media budgets.

The online advertising industry has been affected by this slowdown, with revenues growing by less than one percent in the first half of the year.

But according to a recent Frost & Sullivan report, the industry is back on track, and growth is expected to increase strongly throughout 2009.

The biggest market drivers are the shift in advertiser focus away from traditional media outlets and towards online sources and the increasing emphasis on creating brand awareness online.

Frost and Sullivan predicts that in the future the adoption of integrated content and video advertising models will be one of the market's biggest growth areas.

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Dylan Bushell-Embling

Computerworld
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