Advertising - Australia | Statista Market Forecast

Ad spending in Australia's Advertising market is forecasted to reach US$19.88bn in 2024.
The largest market is Search Advertising with a market volume of US$6.20bn in 2024.
When compared globally, the United States will lead in ad spending, reaching US$425.90bn in 2024.
Within the Advertising market, 79% of total ad spending will come from digital channels in 2030.
The average ad spending per capita in the Search Advertising sector is expected to be US$232.30 in 2024.
Moreover, in the Advertising market, Advertising market of the 90% revenue will be generated through programmatic advertising in 2030.
Australia's Advertising market is seeing a shift towards digital platforms, with companies increasingly investing in online campaigns to reach tech-savvy consumers.

Definition:
Advertising spending refers to expenses for promotional strategies with which brands or businesses purchase advertising space to promote products or services. The primary purposes of advertising include creating awareness, generating interest, and persuading consumers to take a particular action such as purchasing a product, visiting a website, or supporting brands. Advertisers use advertising to reach their target audience while media companies and advertising agencies use it as a source of income.

Structure:
The advertising spending consists of two main channels (traditional advertising and digital advertising). Traditional Advertising refers to above-the-line media that delivers commercial messages to broad audiences. This includes mass media such as traditional TV, traditional radio, printed newspapers, printed magazines, and traditional out-of-home (OOH) advertising formats. Digital Advertising uses the internet to deliver marketing messages to internet users in various forms. This includes digital video, search engine, social media, digital out-of-home, digital banner, digital audio, digital classifieds, and influencer advertising.

Additional information:
The market comprises advertising spending, share by advertising channel, users, average revenue per user, advertising share by industry, ad spending by medium, and digital ad spending share (programmatic and non-programmatic). The market only displays B2B spending and users for the above-mentioned channels. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions for each market can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Traditional advertising such as non-digital ads for TV and radio, as well as out-of-home advertising and print advertising
Digital advertising such as online ads for video, banner, audio, classifieds, and search engines, as well as digital out-of-home, social media, in-app, and connected TV advertising
Influencer advertising

Sponsorships/events and promotion
Product placement
Commission-based affiliate systems

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.

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).

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

All advertising markets across the globe win, yet some win more than others. Ad spending worldwide reached almost 733 billion U.S. dollars in 2023, up less than three percent from the previous year. For comparison, in 2022, Switzerland ranked 20th among the leading economies by gross domestic product (GDP) with a result exceeding 800 billion dollars. Whereas global ad revenues concentrate in areas with either large populations or high purchase power – preferably both – their evolution depends on a larger set of indicators. It was forecast that, in 2024, South Asia will be the world's fastest-growing ad market, and the only out of nine with a double-digit increase rate: 12.1 percent. The second-placed region, comprising the United States and Canada, was projected to see its ad expenditure rise 7.6 percent.