Advertising - Australia & Oceania

Ad spending in the Advertising market in Australia & Oceania is forecasted to reach US$22.68bn in 2024.
The largest market within the region is Search Advertising, with a market volume of US$7.27bn 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 is expected to come from digital sources by 2030.
The average ad spending per capita in the Search Advertising market is projected to be US$167.30 in 2024.
Additionally, Advertising market of the 89% revenue is anticipated to be generated through programmatic advertising in 2030.
Australia's advertising market is increasingly shifting towards digital platforms, reflecting the country's tech-savvy consumer base and growing online presence.

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 & Oceania is experiencing steady growth and development, driven by changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Customer preferences in the Advertising market in Australia & Oceania are shifting towards digital platforms and personalized experiences. With the increasing penetration of smartphones and internet connectivity, consumers are spending more time online, creating a significant opportunity for digital advertising. Additionally, customers are seeking personalized and targeted advertisements that cater to their specific needs and interests. This has led to the rise of programmatic advertising, which uses data and algorithms to deliver tailored ads to individual consumers. Trends in the market include the growing importance of social media advertising and influencer marketing. Social media platforms have become an integral part of people's lives, providing advertisers with a vast audience to target. As a result, businesses are investing heavily in social media advertising to reach their target customers effectively. Influencer marketing has also gained traction, as consumers trust recommendations from influencers they follow on social media. Local special circumstances in Australia & Oceania contribute to the development of the Advertising market. The region has a well-established media industry, with a strong presence of traditional advertising channels such as television, radio, and print. While digital advertising is growing, traditional channels still play a significant role in reaching a wide audience. Additionally, Australia & Oceania are popular tourist destinations, attracting both domestic and international advertisers looking to target travelers. Underlying macroeconomic factors also play a role in the development of the Advertising market in Australia & Oceania. The region has a stable economy and a growing middle class, resulting in increased consumer spending power. This provides businesses with more resources to invest in advertising and marketing activities. Furthermore, favorable government policies and regulations support the growth of the advertising industry, creating a conducive environment for businesses to thrive. In conclusion, the Advertising market in Australia & Oceania is experiencing growth and development driven by changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. As customers increasingly prefer digital platforms and personalized experiences, businesses are adapting their advertising strategies accordingly. The rise of social media advertising and influencer marketing is also shaping the market. Additionally, the region's well-established media industry, tourism industry, stable economy, and supportive government policies contribute to the growth of the Advertising 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.