An overview of the Australian Digital Landscape

2. AUSTRALIAN
DEMOGRAPHIC
2

3. 3
HOW WE’RE CONSUMING
OUR MEDIA.
ONLINE
TELEVISION
EVERYTHING ELSE
CINEMA
VIDEO GAMES
PRINT
RADIO

4. The average Australian
spends a whopping 4 hours
and 30 minutes on the
internet each day!
Hours spent watching television = 3 hours.
4SPITFIRE / DIGTIAL MARKETING AGENCY

5. 69% of the population own a
smart phone and 47% of
homes have a tablet.
5SPITFIRE / DIGTIAL MARKETING AGENCY
• 90% use it to search for information
• 78% use it for product information
• 41% have made a purchase on their
smartphone

6. 38% of Australian
households have four or
more internet enabled
devices.
6SPITFIRE / DIGTIAL MARKETING AGENCY

7. 60% of television viewers
are using a second screen
(browsing the internet) at
the same time as
watching tv.
7SPITFIRE / DIGTIAL MARKETING AGENCY

8. 8SPITFIRE / DIGTIAL MARKETING AGENCY

9. 9SPITFIRE / DIGTIAL MARKETING AGENCY

10. 1 in 2 Australians watch
internet TV.
10SPITFIRE / DIGTIAL MARKETING AGENCY
We can use digital marketing to
target consumers with cost effective
campaigns. We can measure the
results and funnel consumers to
sales outcomes. Leads = sales.

11. AUSTRALIAN
ONLINE AD
SPEND
11

12. Australia’s online
advertising spend
increased 19.3% and
outgrew traditional media
channels in 2013.
12SPITFIRE / DIGTIAL MARKETING AGENCY

13. “Digital advertising continues to evolve in terms
of offerings and its ability to demonstrate
strong ROI (return on investment) for marketers
so we expect to see the growth rates sustained
for some time to come.”
Gai Le Roy, IAB Australia’s director of research.
13SPITFIRE / DIGTIAL MARKETING AGENCY

14. SPITFIRE / DIGTIAL MARKETING AGENCY 14
Advertising spend by channel
4%
7%
3%
4%
1%
26%
29%
26%
Out
of
hone
Radio
Subscrip4on
TV
Magazines
Film
Television
Internet
Newspapers

16. Digital is forecast to
significantly outperform
TV, Radio, Newspapers,
Magazines & Outdoor
over the next 5 years
growing a further 12%
16SPITFIRE / DIGTIAL MARKETING AGENCY

17. REACHING THE
CONSUMER
17

18. 80,000 people are likely to
engage with your brand for
every million banner
impressions.
Display advertising click through rates
average 0.08%. With a relevant and
effective digital strategy this can be
much higher.
18SPITFIRE / DIGTIAL MARKETING AGENCY

19. SOCIAL
DEMOGRAPHIC
19

20. Over 12 million
Australians are on
Facebook.
20SPITFIRE / DIGTIAL MARKETING AGENCY
9 million of them log in everyday to
update their status, check what
friends are doing and to engage
with brands.

21. Social demographic
SPITIFRE / NEVER OUTGUNNED 21
7%
11%
14%
14%
53%
62%
15%
23%
30%
42%
81%
89%
Instagram
Linkedin
Google+
Twitter
Facebook
Any Social Network
Own an account Active users

22. SPITFIRE / DIGTIAL MARKETING AGENCY 22
Top 5 industries for Facebook users

23. That means nearly
every Australian on
Facebook ‘likes’ and
‘follows’ an FMCG
brand!
23SPITFIRE / DIGTIAL MARKETING AGENCY

24. SPITFIRE / DIGTIAL MARKETING AGENCY 24
Top 10 Australian Brands on Facebook

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26. ENGAGING
PEOPLE WITH BRANDS.

27. 27
Connect people and brands with the most
engaging and rewarding experiences
possible, creating long term, sustainable
relationships that deliver beneficial
outcomes for our customers.
OUR MISSION.
SPITFIRE / e n g a g e

28. Colin Proebstel
CLIENT SERVICE DIRECTOR
AND PARTNER
M 64 21 874 330
colinp@spitfire.co.nz
John Madden
CREATIVE DIRECTOR
AND PARTNER
M 64 21 874 333
johnm@spitfire.co.nz
28
Spitfire*
LEVEL 2, 25 CRUMMER ROAD
PONSONBY, 1021, AUCKLAND
NEW ZEALAND
T 64 9 361 5758
www.spitfire.co.nz