Market Insights Advertising & Media Advertising Audio Advertising

Digital Audio Advertising - Australia

Australia

Ad spending in the Digital Audio Advertising market in Australia is forecasted to reach €162.10m in 2024.
The sector is anticipated to exhibit an annual growth rate (CAGR 2024-2029) of 9.18%, leading to an estimated market volume of €251.50m by 2029.
With a projected market volume of €6,107.00m in 2024, the majority of revenue is expected to be generated the United States.
By 2029, the number of listeners in the Australian Digital Audio Advertising market is forecasted to reach 9.6m users.
The average ad spending per user in the Australian Digital Audio Advertising market is projected to be €21.63 in 2024.
In 2029, 77% of the total ad spending in the Australian Digital Audio Advertising market will be generated through mobile.
Australia's digital audio advertising market is booming, with increased investment from local brands and platforms tapping into the country's music-loving population.

Key regions: United States, France, India, Asia, Japan

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Analyst Opinion

The Digital Audio Advertising market in Australia is experiencing significant growth and development.

Customer preferences: Customers in Australia are increasingly turning to digital audio platforms for their entertainment and information needs. The popularity of streaming services such as Spotify and Apple Music has grown rapidly in recent years, with a large portion of the Australian population now using these platforms regularly. This shift in consumer behavior has created a new opportunity for advertisers to reach their target audience through digital audio advertising.

Trends in the market: One of the key trends in the digital audio advertising market in Australia is the increasing adoption of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, making it more efficient and cost-effective. This trend is driven by the growing demand for targeted and personalized advertising, as well as the availability of advanced data analytics and targeting capabilities. Advertisers are able to reach their desired audience more effectively and measure the impact of their campaigns in real-time. Another trend in the market is the rise of podcast advertising. Podcasts have gained popularity in Australia, with a wide range of genres and topics available for listeners. This presents a unique opportunity for advertisers to reach a highly engaged and loyal audience. Advertisers are leveraging podcast advertising to promote their products and services in a more intimate and authentic way, often through host-read endorsements or branded content.

Local special circumstances: Australia has a highly developed digital infrastructure, with a large portion of the population having access to high-speed internet and mobile devices. This has facilitated the growth of digital audio platforms and increased the reach and effectiveness of digital audio advertising. Additionally, Australians have a strong affinity for music and audio content, making them receptive to digital audio advertising.

Underlying macroeconomic factors: The Australian economy has been relatively stable in recent years, with steady economic growth and low unemployment rates. This has contributed to consumer confidence and spending, creating a favorable environment for advertisers. Furthermore, the Australian advertising industry has been quick to embrace digital technologies and innovation, driving the growth of digital advertising channels such as digital audio. In conclusion, the Digital Audio Advertising market in Australia is experiencing growth and development due to customer preferences for digital audio platforms, the adoption of programmatic advertising, the rise of podcast advertising, local special circumstances such as a strong digital infrastructure and consumer affinity for audio content, and underlying macroeconomic factors such as a stable economy and a progressive advertising industry.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital audio advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers pre- and in-stream audio ads and podcast streaming ads.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, media consumption, internet users, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.