It is estimated that in 2019, expenditure on advertising in Australia will rise by 4.4% to $17.2 billion compared with an increase of 5.6% in 2017. Interestingly, the rate of growth is declining despite a growing economy. Some 54.9% of this expenditure in 2019 will be online. Internationally, while advertising budgets were expected to increase […]

 It is estimated that in 2019, expenditure on advertising in Australia will rise by 4.4% to $17.2 billion compared with an increase of 5.6% in 2017. Interestingly, the rate of growth is declining despite a growing economy. Some 54.9% of this expenditure in 2019 will be online. Internationally, while advertising budgets were expected to increase by 4.5% in 2019, they have actually increased by just 3.6% despite a booming US economy. More than 50% of advertising internationally is now online. In relation to the increasing share of advertising online – in the fourth quarter on 2018, Facebook’s advertising revenue topped $16.6 billion – giving the business annual advertising revenues of nearly US$50 billion, representing almost 14% of advertising worldwide. Google’s advertising revenue in 2018 was in excess of US$100 billion – nearly 16% of advertising worldwide This suggests that 30% of worldwide advertising is channelled through just two businesses. This is…