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Australia’s most popular sport websites will emerge as key drivers of the online display advertising market next year, as marketers cash in on the wave of interest in major events such as the Commonwealth Games and the World Cup in Germany, The Sydney Morning Herald reports.
In the six months to June 30 this year, the display advertising category grew 47 per cent to $80 million. Although this lagged the 61.3 per cent expansion in the total online market, Iinternet analysts said display still had plenty of room for expansion.
“Sporting sites themselves have attracted a fair number of eyeballs because they lend themselves to timely information about scores and teams and events,” said Foad Fadaghi, the Australian research director at Frost & Sullivan. “So it certainly makes sense that a lot of the advertising dollar is starting to shift that was as well.”
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