What you need to know:

• Digital advertising record 24.2 per cent growth for the 2021 financial year.
• All sectors of online advertising experienced double-digit growth. 
• Retail was the top advertising category with 16 per cent of all display advertising

The Australian digital advertising market has recorded its strongest year since 2016, reaching $11.4bn online advertising expenditure - 24.2 per cent growth for the 2021 financial year.

Video advertising jumped 38.8 per cent year on year to reach $2.4bn, general display grew 29.7 per cent to $4.4bn, search and directories grew 22.3 per cent to $5.1bn and classifieds grew 17.4 per cent to $1.9bn.

Retail was the top advertising category with 16 per cent of all display advertising, up from 11.4 per cent share in FY20 with expenditure coming from both traditional and e-commerce retailers. 

FMCG and technology expenditure also increased share. Automotive and travel advertising expenditure both decreased.

Programmatic trading increased from 41 per cent to 43 per cent share of expenditure for FY21, against 41 per cent of inventory purchased via agency and 16 per cent direct.