Published on the 09/10/2013 | Written by Newsdesk
The Australian online advertising market was worth A$3.6 billion last year – and thanks to new research from Roy Morgan it’s now clear exactly who that advertising is reaching…
Clear differences have been revealed in terms of generational responses to online advertising in a new report from Roy Morgan Research. According to the survey released this week, in an average four week period only 20 percent of click-throughs from online advertising come from Baby Boomer consumers, compared to figures of 34 percent for Generation X and 30 percent for Generation Y internet users.
There is an even starker difference in terms of response to online advertisements accessed by smartphone users. Generation Y is responsible for 52 percent of all smartphone advertising click-throughs, followed by 29 percent of Generation X consumers, and a paltry eight percent of Baby Boomers.
The best response from Baby Boomers to online advertising was their reaction to emailed newsletters, with 23 percent reporting that they read this form of communications.
According to George Pesutto, general manager of media and communications, Roy Morgan Research, “Knowing who is most responsive to different online advertising activities and formats unlocks one more layer for marketers seeking to effectively target, retain and get the most returns from their advertising investment. Obviously, a 25-year-old watching an online video will respond to messaging differently from a 45 year-old e-newsletter subscriber.
With the proliferation of ways to reach people via the digital platform, it is becoming increasingly important to be as targeted as possible.”
In the year to June the Australian online advertising market grew 14.6 percent to A$3.6 billion according to the PricewaterhouseCoopers/Interactive Advertising Bureau report.
Although the lion’s share of that investment is targeted at online search and directory listings, the Australian online classified market was last year worth $707 million while online display advertising amounted to $954 million.
Smartphone and tablet advertising meanwhile is surging. Spending in the June quarter was 161.3 percent higher than it was in the comparable quarter a year earlier, and the total mobile and tablet advertising market was worth $138.2 million.
The Roy Morgan research makes it clear that advertisers wishing to get the most bang for their buck need to carefully analyse the demographic segmentation that is emerging for online advertising and mould their advertising campaigns accordingly.
