Australia Online Advertising 2012–2016 Forecast and Analysis: Understanding the Role of Ad Networks

Published by: IDC

Published: Nov. 5, 2012 - 19 Pages

Table of Contents

IDC Opinion

In This Study

Methodology

Primary Research

Secondary Research

Market Sizing

Situation Overview

The Role of Ad Networks

Publisher Benefits

Advertiser Benefits

Australia online ad market overview

Australia Key Ad Networks Landscape

Adconion

Company Profile

Key Partnerships

Product Offering and Reach

SWOT Analysis

Fairfax Digital

Company Profile

Key Partnerships

Product Offering and Reach

SWOT Analysis

Microsoft Advertising

Company Profile

Key Partnerships

Product Offering and Reach

SWOT Analysis

Future Outlook

Forecast and Assumptions

Australia Market Trends

Essential Guidance

Learn More

Related Research

Synopsis

Table: Australia Internet and Residential Broadband Penetration, 2009–2016 (%)

Table: Australia Total Advertising Revenue, 2009–2016 (US$M)

Table: Adconion Product Offerings and Reach

Table: Fairfax Digital Product Offerings and Reach

Table: Microsoft Product Offerings and Reach

Table: Top 3 Assumptions for Australia Online Advertising, 2012–2016

Table: Key Forecast Assumptions for Southeast Australia Online Advertising, 2012–2016

Abstract

This IDC study shows that in Australia and Asia/Pacific, ad networks are only in their infancy in most markets and many publishers and advertisers are only now beginning to gather experience with these services. The former are concerned about their remnant inventory potentially cannibalizing their own premium inventory and depressing ad prices. The latter are concerned about a perceived lack of control as to where their ads end up.

Growth could be even faster, if some cultural and technological hurdles could be removed. Many advertisers are still set on offline advertising and weary of the online medium. Publishers are still getting used to the idea of using networks to monetize remnant inventory as many will not even admit to having unsold inventory.

"IDC believes that for Asia/Pacific online market, particularly Southeast Asia, markets need to be proactively created. The success and growth of ad networks in the region thus depend how well online advertising players can drive advertisers toward the online medium in the near future," says Audrey Heng, market analyst, Emerging Technology Advisory Services, IDC Asia/Pacific.

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