Telstra Media Group Managing Director, Justin Milne, said the growth reflects confidence among advertisers that online and mobile advertising offered advantages other forms of revenue such as the print media.

"More experienced companies are coming to see that online and mobile advertising offers much greater return on advertising investment and more accountability, which is vital in trying economic conditions," Milne said.

Milne said advertisers were matching consumers by shifting some advertising activity from traditional to online and mobile media.

"Given Telstra's depth of video assets, particularly our exclusive sporting rights and entertainment properties, we are seeing an increase in revenues from video pre-roll advertising as advertisers start shifting dollars previously allocated to television to a more integrated, efficient and accountable media in the form of online video," he said "With the increase in video, both online and mobile, the new media can now deliver a brand campaign in addition to a direct response campaign."