Christopher Hughes
Research expert covering Australia and New Zealand
Advertising in Australia - statistics & facts
Advertising, as an industry, is somewhat unique in its flexibility in that it is possible to utilize a wide variety of means to reach an audience. Broadly speaking, these can be split into traditional advertisements, such as television, cinema, newspapers, and magazines, and digital advertisements, including social media, advertising within other apps, and digital outdoor advertising.
Globally, spending on advertising has seen steady year-on-year growth, with an increasing share of ad spending on digital means.
Traditional media vs digital media in Australia
In the Australian market, advertisers still seem to favor traditional media over digital; the automotive industry spent notably more on advertising on television and in newspapers than on outdoor and digital static display ads, for example. The same is true for both the finance and travel and tourism industries. However, in all three cases, there has been a significant increase in spending on digital advertising mediums over the throughout the last few years.Advertisers, advertising agencies, and ad spending
Proctor and Gamble was the leading advertiser globally, and highest spending digital advertiser in Australia, ahead of Hungry Jack’s, telecommunications provider Singtel, and leading supermarket chain Woolworths. oOh! Media, an Australian advertising agency specializing in out-of-home advertising utilizing both digital and static means, saw the highest share of revenue come from street furniture and rail, road, and retail advertising. The company has seen a significant year-on-year increase in revenue overall and an even larger increase in gross profit, hinting that the future of advertising in Australia will likely be digital.
