Advertising - Australia & Oceania

  • Australia & Oceania
  • Ad spending in the Advertising market in Australia & Oceania is forecasted to reach US$22.46bn in 2024.
  • The largest market within the region is Search Advertising, with a market volume of US$7.04bn in 2024.
  • When compared globally, the United States will lead in ad spending, reaching US$422.30bn in 2024.
  • Within the Advertising market, 76.99% of total ad spending is expected to come from digital sources by 2029.
  • The average ad spending per capita in the Search Advertising market is projected to be US$162.00 in 2024.
  • Additionally, Advertising market of the 88.69% revenue is anticipated to be generated through programmatic advertising in 2029.
  • Australia's advertising market is increasingly shifting towards digital platforms, reflecting the country's tech-savvy consumer base and growing online presence.

Key regions: United States, China, Europe, Asia, Japan

Region comparison

Analyst Opinion

The Advertising market in Australia & Oceania is experiencing steady growth and development, driven by changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Customer preferences in the Advertising market in Australia & Oceania are shifting towards digital platforms and personalized experiences. With the increasing penetration of smartphones and internet connectivity, consumers are spending more time online, creating a significant opportunity for digital advertising. Additionally, customers are seeking personalized and targeted advertisements that cater to their specific needs and interests. This has led to the rise of programmatic advertising, which uses data and algorithms to deliver tailored ads to individual consumers. Trends in the market include the growing importance of social media advertising and influencer marketing. Social media platforms have become an integral part of people's lives, providing advertisers with a vast audience to target. As a result, businesses are investing heavily in social media advertising to reach their target customers effectively. Influencer marketing has also gained traction, as consumers trust recommendations from influencers they follow on social media. Local special circumstances in Australia & Oceania contribute to the development of the Advertising market. The region has a well-established media industry, with a strong presence of traditional advertising channels such as television, radio, and print. While digital advertising is growing, traditional channels still play a significant role in reaching a wide audience. Additionally, Australia & Oceania are popular tourist destinations, attracting both domestic and international advertisers looking to target travelers. Underlying macroeconomic factors also play a role in the development of the Advertising market in Australia & Oceania. The region has a stable economy and a growing middle class, resulting in increased consumer spending power. This provides businesses with more resources to invest in advertising and marketing activities. Furthermore, favorable government policies and regulations support the growth of the advertising industry, creating a conducive environment for businesses to thrive. In conclusion, the Advertising market in Australia & Oceania is experiencing growth and development driven by changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. As customers increasingly prefer digital platforms and personalized experiences, businesses are adapting their advertising strategies accordingly. The rise of social media advertising and influencer marketing is also shaping the market. Additionally, the region's well-established media industry, tourism industry, stable economy, and supportive government policies contribute to the growth of the Advertising market.


Data coverage:

Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for traditional and digital advertisements.

Modeling approach:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, consumer spending, and digital consumer spending. This data helps us estimate the market size for each country individually.


In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, 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 some cases, the data is updated on an ad-hoc basis (e.g., when new relevant data has been released or significant changes within the market have an impact on the projected development).


  • Ad Spending
  • Analyst Opinion
  • Reach
  • Global Comparison
  • Methodology
  • Key Market Indicators
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