Search Advertising - Australia & Oceania

Australia & Oceania

Highlights

Ad spending in the Search Advertising market in Australia & Oceania is forecasted to reach US$7.27bn in 2024.
The ad spending is anticipated to exhibit an annual growth rate (CAGR 2024-2030) of 4.74%, leading to a projected market volume of US$9.59bn by 2030.
When compared globally, the United States will account for the highest ad spending (US$137.00bn in 2024).
Within the Search Advertising market, 50% of the total ad spending is expected to come from mobile in 2030.
The average ad spending per internet user in the Search Advertising market is estimated to be US$203.60 in 2024.
Australia's Search Advertising market is rapidly growing, with a focus on localized content and targeted ads to reach diverse audiences in the region.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Search Advertising market in Australia & Oceania is experiencing steady growth and development, driven by customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in Australia & Oceania are increasingly shifting towards digital platforms, resulting in a greater demand for search advertising. With the rise of internet penetration and smartphone usage, consumers are spending more time online, creating opportunities for businesses to reach their target audience through search advertising. Additionally, customers are becoming more tech-savvy and are actively seeking information and products online, making search advertising an effective way for businesses to connect with potential customers. Trends in the market indicate that search advertising in Australia & Oceania is becoming more sophisticated and targeted. Advertisers are utilizing advanced targeting options, such as demographic targeting, location targeting, and interest-based targeting, to reach their desired audience more effectively. This trend is driven by the availability of data and analytics, which allow advertisers to analyze consumer behavior and tailor their advertising strategies accordingly. Furthermore, there is a growing emphasis on mobile search advertising, as more consumers are accessing the internet through their smartphones. This shift towards mobile search advertising presents new opportunities for businesses to engage with mobile users and drive conversions. Local special circumstances in Australia & Oceania also contribute to the development of the search advertising market. The region has a highly urbanized population, with a significant portion of the population living in major cities. This concentration of population creates a favorable environment for businesses to target specific geographic areas through search advertising. Additionally, Australia & Oceania has a diverse economy, with industries such as tourism, agriculture, and mining playing significant roles. This diversity provides a range of opportunities for businesses to advertise their products and services through search advertising, catering to different industries and target markets. Underlying macroeconomic factors further support the growth of the search advertising market in Australia & Oceania. The region has a stable economy, with steady GDP growth and low unemployment rates. This economic stability provides businesses with the confidence to invest in advertising and marketing activities, including search advertising. Furthermore, Australia & Oceania has a strong digital infrastructure, with reliable internet connectivity and advanced technology adoption. This infrastructure facilitates the growth of the search advertising market by enabling businesses to effectively reach their target audience and measure the impact of their advertising campaigns. In conclusion, the Search Advertising market in Australia & Oceania is developing due to customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. The shift towards digital platforms, advancements in targeting options, local market conditions, and a stable economy all contribute to the growth and development of the search advertising market in the region. As businesses continue to recognize the importance of online advertising and consumers increasingly rely on digital channels, the search advertising market in Australia & Oceania is expected to further expand in the coming years.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on search advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers search advertising that is displayed on search result pages or next to organic search results.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global search advertising by aggregating advertising revenues from key players (Alphabet (Google), Microsoft (Bing), Baidu, Amazon, Alibaba, etc.). 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, 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.