Advertising - Australia

Australia

Ad spending in Australia's Advertising market is forecasted to reach €18.44bn in 2024.
The largest market is Search Advertising with a market volume of €5.75bn in 2024.
When compared globally, the United States will lead in ad spending, reaching €394.90bn in 2024.
Within the Advertising market, 78% of total ad spending will come from digital channels in 2029.
The average ad spending per capita in the Search Advertising sector is expected to be €215.40 in 2024.
Moreover, in the Advertising market, Advertising market of the 90% revenue will be generated through programmatic advertising in 2029.
Australia's Advertising market is seeing a shift towards digital platforms, with companies increasingly investing in online campaigns to reach tech-savvy consumers.

Key regions: United States, China, Europe, Asia, Japan

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Analyst Opinion

The Advertising market in Australia has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends, and local special circumstances. Customer preferences in the Advertising market in Australia have shifted towards digital platforms, with consumers increasingly spending their time online. This has led to a rise in digital advertising, as businesses seek to reach their target audience through channels such as social media, search engines, and mobile applications. Additionally, there has been a growing demand for personalized and targeted advertising, as consumers expect relevant and tailored messages. This has prompted advertisers to invest in data analytics and artificial intelligence technologies to better understand consumer behavior and deliver personalized advertising campaigns. Trends in the market indicate a shift towards programmatic advertising, where automated systems are used to buy and sell ad placements in real-time. This allows advertisers to reach their target audience more efficiently and effectively, as programmatic advertising enables precise targeting based on factors such as demographics, interests, and online behavior. Furthermore, the rise of mobile advertising has been a key trend in the Australian market, driven by the increasing use of smartphones and tablets. Advertisers are adapting their strategies to optimize their campaigns for mobile devices, including the development of mobile-friendly websites and mobile apps. Local special circumstances in Australia have also influenced the development of the Advertising market. One such circumstance is the high internet penetration rate in the country, with a large percentage of the population having access to the internet. This has created a fertile ground for digital advertising, as businesses can reach a wide audience online. Additionally, the Australian market has a strong focus on creativity and innovation, with advertisers constantly striving to create engaging and memorable campaigns. This has led to the emergence of creative agencies and production houses that specialize in advertising, contributing to the growth of the market. Underlying macroeconomic factors have played a role in the development of the Advertising market in Australia. The country has experienced steady economic growth in recent years, which has resulted in increased consumer spending and business investment. This has provided advertisers with more resources to allocate towards advertising campaigns and has created a favorable environment for the growth of the market. Furthermore, Australia has a stable political and regulatory environment, which has instilled confidence in both advertisers and consumers. Overall, the Advertising market in Australia is evolving to meet the changing needs and preferences of consumers. The shift towards digital advertising, the rise of programmatic advertising and mobile advertising, as well as local special circumstances and macroeconomic factors, are all contributing to the growth and development of the market. Advertisers in Australia are embracing these trends and adapting their strategies to effectively reach their target audience in a highly competitive market.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for traditional and digital advertisements.

Modeling approach:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, consumer spending, and digital consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, 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 some cases, the data is updated on an ad-hoc basis (e.g., when new relevant data has been released or significant changes within the market have an impact on the projected development).