Search bounces back to become dominant in Australian mobile adspend

Rob Clapp

An overview of mobile advertising expenditure in Australia between 2012 and 2018.

Search has bounced back to once again become the most valuable format of mobile advertising expenditure in Australia, according to the latest data from WARC, CEASA and the Internet Advertising Bureau. Search grew 6.5 percentage points (pp) year-on-year to account for 50.5% of total mobile spend in 2017. This comes after search was the most dominant mobile format in 2013 and 2014, before falling dramatically (-11.7pp) in 2015.

Despite these continual changes in most dominant format, total mobile advertising expenditure has shown strong and consistent growth since 2012. Between 2012 and 2017, mobile adspend recorded a compound annual...

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