According to eMarketer, new studies suggest that major Australian advertisers plan to allocate as much as 22% of their total marketing budgets to online advertising.
Strangely, eMarketer doesn’t actually show any charts to confirm this – so we’ll have to take their word for it – but they do demonstrate that search marketing is making a comeback, after dropping from its highest share in 2004.
Here’s a puzzling snippet for you…
Like their US counterparts, a number of marketers think that online ads provide “insufficient accountability.”
Exsqueeze me? A baking powder? (def) Can you get more accountable that internet advertising? That just doesn’t make sense and perhaps I (or eMarketer) have misunderstand the sentiment behind that statement.
Anyway, having recently returned from Sydney, I can tell you that the Australian SEM industry is getting ready to explode. There are a few smart SEMs down there, that can watch their American SEM cousins for the latest practices and bury their competition.