The Digital Advertising Expenditure Is Expected To Surpass The Traditional Advertising Owing To The Spurring Smart Phone And Internet Penetration In Australia’s Online Advertising Market: Ken Research
Ecosystem of Online Advertisement Market in Australia
Australian Online Advertisement Market is at a growing stage and is a consolidated market with about 10-15 major online advertisement provider. The online advertisement Market in Australia has seen emergence of more players over the past 5 years. Saatchi & Saatchi Australia ,The Works, 303 Mullen Lowe, BCM Group, ROICOMAU Growth Agency are few of the market leaders in Australia.
Key Findings
- The online advertising market is consolidated and top 5 players are holding market share of ~%. Companies are adopting acquisitions and technology development as a key strategy to hold their market position.
- Mobile advertising has major share in the market and it is the fastest growing segment, owing to high usage of smartphones and rise in internet penetration.
- The tourism sectors in cities are expanding, which is expected to have a beneficial impact on the Indonesian car rental market growth.
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Technological Advancement: Technological advancement and digitalization are factors assisting market players to stay ahead of the competition. Adoption of Artificial Intelligence (AI) technology by advertisers for better online advertising will drive the market growth. AI can analyze huge data sets about consumer’s response to online advertising, and those insights are used to boost the performance of advertising companies, thereby driving the market growth for Australia’s online advertising.
Highest Revenue Generating Medium: The Online Advertising Market valued $~ billion in 2022 and is expected to grow at a CAGR ~% during 2022-2027. The growth of the online advertising market Australia is attributed to increasing adoption of smartphones and high usage of e-commerce platforms such as Amazon, Netflix, Sky and others for online buying and selling of products. With the outbreak of the COVID-19 pandemic, the demand for online products and services increased drastically as most of the customers shifted to online platforms for their needs. Growth in non-messaging data from mobile phones, supported by the continued rollout of 5G mobile networks, is forecasted to drive demand for online advertising services in Australia.
Sectors forecasted to lead high growth: The retail sector dominated the digital advertising market in terms of advertising expenditure. The review period saw a rise in e-commerce spending in the country which led to rise in the digital spending by the retail sector. Other sectors including Automotive, Financial Services, Telecommunications and Leisure Travel also contributed significant share to the total digital advertising expenditure and are to lead to further demand in the coming years.
Analysts at Ken Research in their latest publication “Australia Online Advertising Market Outlook to 2027F- Driven by Increasing Internet penetration, Adoption of technology and Consumer preference” observed the potential of the Online AD Market in Australia. There are a large number of advertising agencies operating in the Australian Online Advertising Market. These agencies compete on various parameters such as pricing of the services offered (average hourly rate), minimum project size, service portfolio, major clientele and flexibility. The supply side of the digital advertising market on the other hand is dominated by the duopoly of Google (including YouTube) and Facebook (including Instagram). The Australia Online Advertising Market is expected to grow at ~% CAGR over the forecasted period 2022-2027F.
Key Segments Covered in the report
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- By Medium:
- Mobile
- Desktop
- By Type of Advertising:
- Search
- Social Media
- Display
- Video
- Audio
- Others
- By Sectors/Industries:
- Retail
- Automotive
- Financial Services
- Telecommunications
- Leisure Travel
- Consumer Packaged Goods
- Electronics & Computers
- Pharmaceuticals/Healthcare
- Media
- Entertainment
- Others
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- By Pricing Model:
- Cost per Mile
- Cost per Click
- Cost per Action
- By Ad Buyers:
- Agencies
- Direct Medium
Key Target Audience
- Advertising Agencies
- Social Networking Platforms
- End User Industries Investing in Digital Advertising
- Regulatory Bodies and Government Agencies
- Investors
- Industry Associations
- Consulting Agencies
- Government Bodies & Regulating Authorities
Time Period Captured in the Report:
- Historical Year: 2017-2022
- Base Year: 2022
- Forecast Period: 2022– 2027F
Companies Covered:
Saatchi & Saatchi Australia
The Works
303 MullenLowe
BCM Group
ROICOMAU Growth Agency
BWM Dentsu
Ogilvy Australia
The Brand Agency
Zenith
oOh!
DDB Group Australia
Intesols
Zoo Group
WME Australia
Major Online Platforms
Google
Facebook
Instagram
YouTube
LinkedIn
Twitter
Key Topics Covered in the Report
- Australia online advertising market introduction (historical evolution, overview, genesis, business cycle)
- Australia online advertising market size, 2017-2022
- Australia online advertising market segmentation, 2017-2022
- Swot analysis of Australia online advertising market
- Growth drivers, trends and developments in Australia online advertising market
- Issues and challenges in Australia online advertising market
- Regulatory framework in Australia online advertising market
- Customer profiling in Australia online advertising market
- Case studies covered in Australia online advertising market
- Competitive landscape in Australia online advertising market
- Australia online advertising market future outlook and projections, 2017-2027F
- Analyst recommendations
For more insights on the market intelligence, refer to the link below:-
Australia Online Advertising Market
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US Online Advertising Market Outlook to 2025
Singapore Online Advertising Market Outlook to 2023
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