Social Media Advertising - Australia & Oceania

In Australia & Oceania, ad spending in the Social Media Advertising market market is projected to reach US$4.65bn in 2024.
The ad spending in this region is expected to demonstrate an annual growth rate (CAGR 2024-2030) of 8.48%, leading to a projected market volume of US$7.58bn by 2030.
In a global context, the highest ad spending will be generated China, with an expected total of US$84.65bn in 2024.
Furthermore, in the Social Media Advertising market market, it is anticipated that 82% of total ad spending in Australia & Oceania will be generated through mobile by 2030.
Additionally, the number of users in the Social Media Advertising market market in Australia & Oceania is expected to reach 38.9m users by 2030.
In Australia, brands are increasingly leveraging social media advertising to engage younger audiences, reflecting a shift towards digital-first marketing strategies in the region.

Definition:
Social Media Advertising is a form of online digital marketing in which paid banner and video ad campaigns are run on social media platforms to reach the target audiences. Marketers can promote brands, products, and services and increase purchase intention.

Additional information:
Social Media Advertising comprises advertising spending, users, average revenue per user, and key players. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Social Media Advertising include Facebook, Instagram, Twitter, TikTok, LinkedIn, Weibo, Naver, and Kakao. For more information on the data displayed, use the info button right next to the boxes.

All ad spending generated by social networks
Sponsored posts

Ads within online games playable on social networks
Revenue generated from membership subscriptions or premium fees

The Social Media Advertising market in Australia & Oceania has been experiencing significant growth in recent years, driven by changing customer preferences and the increasing adoption of digital platforms. Customer preferences in Australia & Oceania have shifted towards online and mobile platforms for entertainment, communication, and shopping. As a result, businesses are increasingly investing in social media advertising to reach their target audience effectively. Social media platforms offer a wide range of targeting options, allowing businesses to tailor their advertisements to specific demographics, interests, and behaviors. This level of customization has made social media advertising a popular choice among businesses in the region. Trends in the market show that businesses in Australia & Oceania are allocating a larger portion of their advertising budgets to social media platforms. This is due to the growing number of active social media users in the region, as well as the ability to track and measure the effectiveness of advertising campaigns. Social media platforms provide businesses with detailed analytics and insights, allowing them to optimize their campaigns and achieve better results. Local special circumstances in Australia & Oceania contribute to the development of the social media advertising market. The region has a high internet penetration rate, with a large percentage of the population having access to the internet and owning smartphones. This widespread connectivity enables businesses to reach a broad audience through social media advertising. Additionally, Australia & Oceania has a diverse population with varying interests and preferences, making social media advertising an effective way to target specific segments of the market. Underlying macroeconomic factors also play a role in the growth of the social media advertising market in Australia & Oceania. The region has a stable economy and a growing middle class, which has led to increased consumer spending. Businesses are capitalizing on this by investing in social media advertising to promote their products and services. Furthermore, the region has a strong digital infrastructure, which supports the growth of social media advertising and allows businesses to reach their target audience seamlessly. In conclusion, the Social Media Advertising market in Australia & Oceania is developing rapidly due to changing customer preferences, the increasing adoption of digital platforms, and the ability to target specific demographics effectively. Businesses in the region are allocating more of their advertising budgets to social media platforms, taking advantage of the widespread internet connectivity and diverse population. The stable economy and strong digital infrastructure in Australia & Oceania further contribute to the growth of the social media advertising market.

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.

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

Social media is no longer just for connecting with friends; now brands meet customers, and trends are born in these platforms. As social media advertising spending is projected to continue to grow during the second half of the decade, buying behavior is consistently impacted by likes, comments, and shares. Social influence has led marketing strategies to align with platforms that promote video content. In 2024, TikTok and social media ranked among the top three leading consumer trends according to marketers surveyed around the globe, making such channels unavoidable for most advertising strategies. The social media advertising market is not limited to one region; countries across all continents are investing in social media advertising, with the United States and China recording the highest expenditures worldwide.