Online Advertising in Australia - Industry Research Report

Watch this space: Industry demand and revenue have surged as online activity continues to grow

The Online Advertising industry has grown strongly over the past five years, as consumers have become more frequent users of social media, web-based applications and other internet systems. Industry operators provide services through search engines, online applications, online videos, streaming services and online directories. The industry is highly concentrated, with the top four players accounting for more than 70% of revenue in the current year. Google is the dominant player, with its search engine advertising services attracting significant web traffic from consumers and businesses. Google also attracts extensive advertising revenue from its online video service, YouTube. The outbreak of COVID-19 had a positive effect on the industry and its profitability in 2020-21 due to the high volume of internet traffic resulting from people staying at home to prevent the spread of the virus, and despite falling advertising budgets for some client businesses.

Industry companies operate online advertising services, including web banner advertisements, search engine key word ads, online video advertisements, and other forms of online advertising. These firms generate revenue by selling advertising space or sponsoring search results presented to portal users. Other companies in the industry supply digital advertising services to companies and other organisations wanting to advertise on websites.

This report covers the scope, size, disposition and growth of the industry including the key sensitivities and success factors. Also included are five year industry forecasts, growth rates and an analysis of the industry key players and their market shares.