Market Insights Advertising & Media Advertising

Social Media Advertising - Australia

Australia

In Australia, ad spending in the Social Media Advertising market is projected to reach €3.95bn in 2024.
The ad spending in this country is expected to show an annual growth rate (CAGR 2024-2029) of 9.12%, resulting in a projected market volume of €6.11bn by 2029.
In a global context, most ad spending will be generated China, which is expected to reach €78,490.00m in 2024.
Within the Social Media Advertising market in Australia, 83% of total ad spending will be generated through mobile by 2029.
Additionally, the number of users in the Social Media Advertising market in Australia is expected to amount to 26.7m users by 2029.
In Australia, social media advertising is increasingly prioritizing authenticity and local engagement, as brands seek to resonate with diverse consumer sentiments.

Key regions: United States, France, Japan, Europe, Germany

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Analyst Opinion

The Social Media Advertising market in Australia is experiencing significant growth and development.

Customer preferences: Customers in Australia are increasingly turning to social media platforms for their advertising needs. This is due to the widespread use of social media among the Australian population, with platforms such as Facebook, Instagram, and Twitter being highly popular. Customers appreciate the ability to target specific demographics and reach a large audience through social media advertising. Additionally, the interactive nature of social media allows for greater engagement and interaction with customers, leading to increased brand awareness and customer loyalty.

Trends in the market: One of the key trends in the Social Media Advertising market in Australia is the shift towards mobile advertising. With the majority of Australians accessing social media platforms through their smartphones, advertisers are recognizing the importance of optimizing their ads for mobile devices. This trend is driven by the increasing use of smartphones and the convenience they offer in accessing social media on the go. As a result, advertisers are investing in mobile-friendly ad formats and strategies to effectively reach their target audience. Another trend in the market is the rise of influencer marketing. Influencers, who have a large following on social media platforms, are increasingly being utilized by brands to promote their products or services. This form of advertising is seen as more authentic and relatable, as influencers are often seen as trusted sources of information. Australian customers are responding positively to influencer marketing, as it allows them to connect with brands through individuals they admire and trust.

Local special circumstances: Australia has a unique market landscape that influences the development of the Social Media Advertising market. One of the key factors is the high internet penetration rate in the country. With a large percentage of the population having access to the internet, advertisers have a wide reach and can effectively target their audience through social media platforms. Additionally, Australia has a high smartphone penetration rate, further contributing to the growth of mobile advertising.

Underlying macroeconomic factors: The growing Social Media Advertising market in Australia is also influenced by underlying macroeconomic factors. Australia has a strong economy and a stable political environment, which attracts both domestic and international advertisers. The country's high standard of living and disposable income levels contribute to a consumer market that is receptive to advertising. Furthermore, Australia has a highly urbanized population, which allows for concentrated advertising efforts in major cities. In conclusion, the Social Media Advertising market in Australia is experiencing growth and development due to customer preferences for targeted and interactive advertising. The shift towards mobile advertising and the rise of influencer marketing are key trends in the market. Australia's high internet and smartphone penetration rates, along with its strong economy and stable political environment, contribute to the market's growth.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on social media advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers social media advertising generated by social networks or business networks such as Facebook, Tiktok, Instragram, Pinterest, and LinkedIn.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global social media advertising by aggregating revenues from key players (Meta Platforms (Facebook and Instagram), ByteDance (Tiktok and Douyin), Twitter, Snapchat, and Microsoft (LinkedIn)). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, social media users, and digital consumer spending by country.

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.