Happy Australia Day – Unleashing the Creative and Technological Genius of Australia

Tomorrow, as we celebrate Australia day, we should take note of the achievements our industry has had and why we should be particularly proud to be Australian marketers today.  
Australia has long had a reputation for producing outstanding creative direct marketing, and despite our relatively small market, we continue to win more than our fair share of global marketing Awards including Echo, Caples and Cannes.

Whilst we can boast to have some of the world’s greatest creative genius on hand, it’s also emerged that Australians are leading the way in technology adoption too. We have been named one of the most marketing technologically advanced countries in the world. Three areas of particular strength in the industry from a consumer reach perspective are:

1. Social Media:  According to Nielsen’s Social Media Report (released Q3 2011), Australians use social media more than any other developed country – at least for the ten national markets researched in. The social media usage in Australia covers social networks and blogs, both of which from these statistics should be forming part of any online marketing strategy.   
   
2. Online Advertising: According to ZenithOptimedia Online Advertising Report 2011, Australia is one of the largest spenders in online advertising in the Asia Pacific Region with only China and Japan having higher spends per annum. Online advertising spend in Australia hit $1.87bn last year, accounting for 15% of all main media spend. It is expected to soar past $3bn in four years, making online the leading ad funded medium in the country.
3. Mobile Marketing: According to research conducted by independent mobile ad network InMobi and comScore Australia - A Global Consumer Perspective on Mobile Advertising - Australia is a world leader when it comes to mobile advertising.

The same report also confirms Australians are the most comfortable with mobile advertising of any country in the world. 75% of Australians comment they are either “very comfortable” or “somewhat comfortable” with mobile advertising. Of the 14 countries studied across Europe, Africa, Asia, and the US; Australians were the most comfortable consumers in the world and a full +10 points higher than the US (65%).

We also have one of the world highest uptakes of smartphones. Australia's iPhone ad impression share is 42% – a figure significantly higher than in Europe (30%) or the US (19%).
The world is taking notice; we should be proud that Australia is a unique and advanced market and we need to rise to the challenge to ensure our work reflects this. Marketers need to push forward in the mobile and online space and embrace our tech savvy consumers who are ready and waiting.

The very best that Australia has to offer within the industry will be showcased at ADMA Forum this year on the 22 – 24 August.  Find out more and register your interest.

Jodie Sangster