Brisbane,Qld,Australia (PRWEB) September 19, 2012
Channel 9 television was reported to be in deep financial trouble by The Australian yesterday despite having just had exclusive coverage of a very popular Olympics and this week CEASA reported online advertising to be on the verge of taking the dominant share of the advertising landscape in Australia. Media watchers can see the inexorable decline of the old media channels slipping before their eyes.
The Australian advertising landscape has been highly dynamic for many years. Australia is a very unusual country in that it houses a tiny population for it's size yet has 5 major cities with populations of over 1 million and several secondary cities with populations over 200,000. It is a country with several large local economies,hence for the advertising industry strong reach into large local populations through local media.
For this reason Australia is ideal for online marketing campaigns, Google offering easy access to local suppliers by using their search engine and the trend that has started to snowball around the world is getting considerable pace in Australia. That trend is the seachange from the old world of television,newspapers and radio to leveraging the internet for lead generation.
David Twigg of OMC,lead generation specialists based in Brisbane, talks about the uniqueness of the Australian market place "Everybody considers the USA as the epicentre of the earthquake in terms of the marketing seachange going on but if you compare the Australian population distribution and the USA you get a very similar picture. In Australia our 5 major cities have an aggregate population of 13 million people in the USA,take out New York which skews the profile and the next 5 cities by population in the USA aggregate around 11 million. So advertising into those local markets is arguably more efficient to generate leads in Australia than the USA."
This week's CEASA report found that TV advertising still held a very small advantage in terms of market share with TV at 24.4% ,Online at 24.2% and Newspapers at 21.6%. However the year on year increase for Online advertising from 18.5% to 24.2% shows the snowball effect that is happening.
Twigg says "The single biggest reason why online advertising is gaining such market share so quickly is it gets results. The flexibility of it allowing you to test,change focus and most importantly measure results allows full transparency in a way that tv and newspapers have never offered. That's why it is so efficient, because you work the angles that show the best return harder and poor performing angles can be reduced or closed down in an instant. The flexibility is key."