Australia Digital Ad Spend Business and Investment Opportunities Databook - 50+ KPIs on Digital Ad Spend Market Size, Channel, Market Share, Type of Segment, Format, Platform, Pricing Model, Marketing Objective, Industry - Q1 2023 Update

According to the publisher, Digital Advertising Spend in the country are expected to grow by 8.2% on an annual basis to reach US$13,029.2 million in 2023.

Medium to long term growth story of Digital Advertising Spend in Australia remains strong. Digital Advertising Spend adoption is expected to grow steadily over the forecast period, recording a CAGR of 7.9% during 2023-2027. The Digital Advertising Spend Value in the country will increase from US$12,046.3 million in 2022 to reach US$17,684.6 million by 2027.

The online ad spending market has been on an accelerated growth trajectory in Australia over the last few years, and the trend is projected to continue going forward for another five years. The engagement rate on online channels, such as streaming and Social Media platforms, remains elevated. As a result, brands have consistently increased their online advertisement spending in Australia.

TikTok is taking the competition to giants like Meta and Google in the digital advertising space. The 2021 revenue for the Chinese Social Media giant recorded a growth of 220% in Australia. The trend is projected to further continue from the short to medium-term perspective, as advertisers continue to use the platform for reaching the potential audience. Overall, the market in Australia is poised for an accelerated growth trajectory over the next three to four years.

Digital audio advertising spending is expected to further grow in Australia in 2023

In 2022, Australian advertisers spent A$221.2 million on podcasts, digital radio, and music streaming platforms. The numbers according to a report from IAB Australia are poised to grow further in 2023, as more and more brands and businesses are investing in these highly targeted mediums.

The surge in digital audio ad spending comes amid the growing adoption of on-demand video streaming and podcast listening services in Australia. According to the report from IAB Australia, retail, FMCG, automotive, entertainment, and finance are the top advertiser categories, when it comes to digital audio ad spend. In 2023, businesses from these segments are projected to further lead the ad spending in the Australian market.

Advertising dollars continue to queue up for space on TikTok despite the ban on government-owned devices in Australia

TikTok is faced with a severe data security problem globally. Government organizations, from around the world, have concerns that TikTok is selling user data to the Chinese government. As a result of this, many government institutions - including in Australia - have banned TikTok on government-owned devices. Despite the ban, advertising dollars have continued to queue up for space on TikTok.

• In Australia, TikTok is the leading platform driving time-on-platform metrics. Consequently, it is difficult for brands and businesses to achieve the same engagement levels with their audiences on other Social Media platforms. As a result, brands are still ready to get exposure on the platform, despite the concerns of the Australian government. The decision to ban the service on government-owned devices is not expected to have any significant impact on the ad revenue for the firm, as public sector employees make up only 7% of the total workforce.

TikTok is faced with a similar situation in the United Kingdom and United States market, where government institutions have banned the service on their devices, to avoid any potential data leak.

Top spending digital advertisers during Black Friday and Cyber Monday events in Australia

Black Friday and Cyber Monday events are one of the biggest shopping festivals in Australia and brands do not want to miss out on the growing consumer spending during the period. As a result, millions of dollars are spent by businesses across different industries to reach their potential customers.

• In 2022, the retail industry was the biggest spender, with online ad spend in the segment increased by 60%, compared to 2021. This is according to a report from Pathmatics. In the retail industry, Myers spent the highest on online advertising, which was followed by Officeworks.
• Following the retail industry, the financial services sector was the next biggest spender on digital advertisement. A significant amount of money was spent on promoting buy now pay later products, money-saving apps, and low-interest credit options, according to Pathmatics report.

Even though cost pressures have grown significantly on businesses across industry verticals, digital ad spending remained resilient in Australia in 2022, and the trend is projected to further continue over the next 12 months, as brands seek to grab the attention of their potential customers.

This report provides a detailed data-centric analysis of the Digital Ad Spend industry, covering market opportunities and risks across a range of industry categories. With over 50 KPIs at the country level, this report provides a comprehensive understanding of Digital Ad Spend market dynamics, market size and forecast, and market share statistics.

It breaks down market opportunity by type of pricing model, platform (mobile and desktop/ laptop), and channels. In addition, it provides a snapshot of marketing objective and industry spend dynamics in Australia. KPIs in both value and share term help in getting in-depth understanding of end market dynamics.

The research methodology is based on industry best practices. Its unbiased analysis leverages a proprietary analytics platform to offer a detailed view on emerging business and investment market opportunities.

Scope

This report provides in-depth data-centric analysis of Digital Ad Spend industry in Australia through 57 tables and 67 charts. Below is a summary of key market segments:

Australia Digital Ad Spend Market Size and Forecast

Australia Digital Ad Spend Market Size by Advertising Channel

• Television Advertising
• Print Advertising
• Radio Advertising
• Outdoor Advertising
• Online Advertising
• Direct Mail Advertising
• Event Sponsorship
• Others

Australia Digital Ad Spend Market Size by Online Ad Spend Market

• Search Engine Sites
• Ecommerce Sites
• News & Media Sites
• Social Media
• Gaming Platforms
• Forums & Classifieds
• Others

Australia Digital Ad Spend Market Size by Social Media Platform

• Line
• Facebook
• Instagram
• Twitter
• Tik Tok
• LinkedIn
• Others

Australia Digital Ad Spend Market Size by Gaming Platforms

• Digital Ad Spend Market Size Around Games Environment Ad Spend
• In Game Environment Ad Spend
• In Game Immersive Ad Spend
• Exclusive Advertising Games Spend

Australia Digital Ad Spend Market Size by Format & Media

• Video
• Display
• Email
• Influencer Marketing
• Blogging and Podcasting

Australia Digital Ad Spend Market Size by Platform

• Mobile
• Desktop and Laptop

Australia Digital Ad Spend Market Size by Pricing Model

• Cost Per Mile (CPM)
• Cost Per Click (CPC)
• Performance-Based Advertising
• Others

Australia Digital Ad Spend Market Size by Marketing Objective

• Branding
• Increase Traffic
• Direct Online Sales
• Lead Generation
• Product Launch

Australia Digital Ad Spend Market Size by Industry

• Technology
• Increase Travel & Hospitality
• FMCG
• Automotive
• Media & Entertainment
• Telecommunications
• Retail & Consumer Goods
• Business and Financial Services
• Pharmaceutical and Healthcare
• Public Sector
• Construction and Real Estate
• Education
• Home Appliances and Furniture
• Other Industries

Reasons to buy

• Gain a thorough understanding of the Digital Ad Spend market dynamics: Market opportunities, significant trends, and forecasting (2018-2028) are listed. To stay ahead of the curve, comprehend market trends using important KPIs like Value and Share.
• Insights by Industry: Evaluate new opportunities across multiple industries, and obtain market dynamics by industry in order to swiftly catch up with the latest and upcoming developments in Digital Ad Spend markets.
• Market-specific strategies: With our unique blend of quantitative forecasting and cutting-edge insights, we can identify growth sectors that are focused on particular opportunities and analyse market-specific risks as well as significant trends in the Digital Ad Spend industry.
• Through industry intelligence, forward-looking research of Digital Ad Spend market spend, and key opportunities in Australia, develop proactive and profitable company plans.