Market Insights Advertising & Media Advertising

TV & Video Advertising - Australia

Australia

Ad spending in the TV & Video Advertising market in Australia is forecasted to reach €5.38bn in 2024.
The largest market in Australia is Digital Video Advertising with a market volume of €3.25bn in 2024.
When looking at global comparisons, the United States is expected to lead in ad spending with €134.10bn in 2024.
The projected average ad spending per user in Australia's Digital Video Advertising market is €126.00 in 2024.
The number of TV Viewers in Australia is anticipated to reach 20.0m users by 2029.
Australia's TV & video advertising market shows a shift towards data-driven targeting and personalized content to engage viewers effectively.

Key regions: United States, India, China, Japan, United Kingdom

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

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Analyst Opinion

The TV & Video Advertising market in Australia is experiencing significant growth and development.

Customer preferences: Customer preferences in the TV & Video Advertising market in Australia are shifting towards digital platforms. With the increasing popularity of streaming services and online video content, consumers are spending more time watching videos on their smartphones, tablets, and smart TVs. This shift in consumer behavior has created new opportunities for advertisers to reach their target audience through digital channels. Additionally, consumers are becoming more selective in the content they consume and are demanding personalized and relevant advertisements.

Trends in the market: One of the key trends in the TV & Video Advertising market in Australia is the rise 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 increasing availability of data and advanced targeting capabilities, which enable advertisers to deliver personalized and relevant ads to their audience. Programmatic advertising also offers real-time optimization and measurement, allowing advertisers to adjust their campaigns based on performance data. Another trend in the market is the integration of TV and digital advertising. Advertisers are increasingly adopting a multi-channel approach, combining traditional TV advertising with digital channels to reach a wider audience. This integration allows advertisers to extend their reach and engage with consumers across different platforms and devices. Furthermore, the convergence of TV and digital advertising provides advertisers with more opportunities for targeting and measurement, enabling them to optimize their campaigns and improve ROI.

Local special circumstances: Australia has a highly developed media industry, with a strong presence of both local and international broadcasters. This competitive landscape provides advertisers with a wide range of options for TV & Video Advertising. Additionally, Australia has a high level of internet penetration and smartphone adoption, making it an attractive market for digital advertising. The country also has a strong creative industry, which contributes to the production of high-quality content for TV and digital platforms.

Underlying macroeconomic factors: The growth of the TV & Video Advertising market in Australia is supported by several macroeconomic factors. Australia has a stable economy and a high standard of living, which translates into higher consumer spending on entertainment and media. The country also has a strong advertising industry, with advertisers investing heavily in TV and digital advertising to reach their target audience. Furthermore, the rapid technological advancements and the increasing availability of high-speed internet have contributed to the growth of the digital advertising market in Australia.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

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, population, media consumption, internet users, consumer spending, 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.