ADOTAS – A report from Frost & Sullivan shows that online search and online directory advertising expenditures have grown 23 percent in the 12 months prior to June 2011, reaching a total value of $1.4 billion in the Australian market. Search has been outperforming all other mainstream online advertising activities including online general advertising (banner, advertorials and email marketing), classifieds and directories with an annual growth of 28 percent.
Google still dominates the local search advertising market, with an 88 percent revenue market share. Microsoft’s Bing, in partnership with Yahoo Search Marketing, has shown slow but steady growth since its launch in 2009. AdLux, an Australian independent search network, has also successfully established itself as an alternative to Google and YSM/Bing in the Australian market.