AusAustralia's digial ad spend may be where the rest of the world is headed.
Australia currently has the highest digital ad spend per user in the world and by 2018 projections saw that more than 50% of their total advertising budgets will be dedicated to both online and mobile. As Australian marketers have increased spending in digital advertising, they have struggled to engage their consumers. Why is this you might ask? Studies show that 81% of all Australian consumers currently use ad blocking software so that as much as one in five consumers will not see any digital ads over a 30 day span. On top of all that Australia has the lowest click-through rates for banner ads throughout the world.
So you might ask yourself why exactly Australian marketers still continue to spend when their consumers are not engage through the digital medium. Australian consumers are buying more connected devices to suit…
3 tips for getting into the hands and pockets of mobile users in Australia
Australia has one of the highest penetrations of smartphones and tablets in the world at 81% and 50%+ respectively according to the Deloitte: Australian Media Use and Preferences August 2014, that's higher than our cousins in the US, Canada and even just across the gap in New Zealand. This is also backed up by the Australian Communications and Media Authority (ACMA): Tablets, Love at first swipe research.
When the iPhone was originally launched, the Australian Trade Practices Act deemed it uncompetitive to launch on only one carrier and as a result of a multi-carrier launch we have an exceptionally heavy dominance of iPhones. This device ubiquity is a significant opportunity for marketers to capitalise on and unique amongst global markets.
So, if the average Australian is no more than arms reach from their mobile phone for more than 14 hours per…
