Market Insights Advertising & Media Advertising

TV & Video Advertising - Australia & Oceania

Australia & Oceania

Ad spending in the TV & Video Advertising market in Australia & Oceania is forecasted to reach US$6.37bn in 2024.
The largest market is Digital Video Advertising with a market volume of US$3.71bn in 2024.
When looking at global comparisons, the United States is expected to lead in ad spending with US$143.80bn in 2024.
The average ad spending per user in the Digital Video Advertising market is projected to be US$99.65 in 2024.
By 2029, the number of TV Viewers is anticipated to reach 27.99m users.
Australia's TV & Video Advertising market is seeing a shift towards digital platforms, reflecting changing consumer behavior in the region.

Key regions: United States, Europe, United Kingdom, Japan, Germany

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in Australia & Oceania is experiencing significant growth and development, driven by various factors such as changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in the TV & Video Advertising market in Australia & Oceania are shifting towards digital platforms and on-demand content. Consumers are increasingly opting for streaming services and online platforms to watch their favorite TV shows and videos, as they offer convenience and flexibility. This change in preference is influencing the way advertisers reach their target audience, with a greater emphasis on digital advertising and personalized content. Trends in the market indicate a rise in programmatic advertising and targeted advertising strategies. Programmatic advertising allows advertisers to automate the buying and selling of ad space, optimizing efficiency and targeting specific audiences. This trend is gaining traction in Australia & Oceania, as advertisers seek to maximize their return on investment and reach the right customers at the right time. Another trend in the market is the integration of TV and video advertising with social media platforms. Advertisers are leveraging the popularity of social media platforms to engage with their target audience and create interactive and shareable content. This trend is particularly prominent in Australia & Oceania, where social media usage is high and users are receptive to branded content. Local special circumstances in Australia & Oceania, such as a large and diverse population and a strong media industry, contribute to the growth of the TV & Video Advertising market. The region has a multicultural society, which presents opportunities for advertisers to target specific ethnic groups and tailor their campaigns accordingly. Additionally, Australia & Oceania has a thriving media industry, with a wide range of TV channels, production companies, and streaming platforms, providing advertisers with a variety of options to reach their target audience. Underlying macroeconomic factors, such as economic growth and technological advancements, also play a role in the development of the TV & Video Advertising market in Australia & Oceania. Economic growth leads to increased consumer spending and advertising budgets, allowing advertisers to invest more in TV and video advertising. Technological advancements, such as improved internet connectivity and the proliferation of smartphones, enable consumers to access TV and video content anytime and anywhere, creating more opportunities for advertisers to reach their target audience. In conclusion, the TV & Video Advertising market in Australia & Oceania is evolving and expanding due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Advertisers need to adapt to these developments and leverage digital platforms, programmatic advertising, social media integration, and targeted strategies to effectively reach their target audience in this dynamic market.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, 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 case market dynamics change.