Key regions: United Kingdom, Australia, Japan, Germany, India
Digital Video Advertising in Australia is a rapidly growing market, driven by changing customer preferences and the increasing adoption of digital media platforms. With the rise of online video consumption and the proliferation of smartphones, advertisers are increasingly turning to digital video advertising to reach their target audience.
Customer preferences: Customers in Australia are increasingly consuming video content online, with a significant shift from traditional television to digital platforms. This shift is driven by factors such as convenience, customization, and the ability to access a wide range of content on-demand. As a result, advertisers are focusing more on digital video advertising to effectively engage with their target audience.
Trends in the market: One of the key trends in the Australian digital video advertising market is the increasing popularity of mobile video advertising. With the widespread adoption of smartphones and the availability of high-speed internet connections, consumers are spending more time on their mobile devices. Advertisers are capitalizing on this trend by creating mobile-friendly video ads that can be easily viewed on smartphones and tablets. Another trend in the market is the rise of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, making the process more efficient and effective. This trend is particularly prominent in the digital video advertising market, as it allows advertisers to target specific audiences and optimize their ad placements in real-time.
Local special circumstances: Australia has a highly developed digital infrastructure, with a high internet penetration rate and a strong mobile network coverage. This enables advertisers to reach a large and engaged audience through digital video advertising. Additionally, Australia has a high level of smartphone penetration, with a large percentage of the population owning smartphones. This provides advertisers with a significant opportunity to target consumers through mobile video advertising.
Underlying macroeconomic factors: The growth of the digital video advertising market in Australia is also influenced by underlying macroeconomic factors. Australia has a strong economy with a high GDP per capita, which indicates a higher purchasing power and consumer spending. This provides advertisers with a favorable environment to invest in digital video advertising and reach a financially capable audience. In conclusion, the digital video advertising market in Australia is experiencing significant growth due to changing customer preferences, the rise of mobile video advertising, the adoption of programmatic advertising, and the country's advanced digital infrastructure. Advertisers are increasingly recognizing the effectiveness of digital video advertising in reaching their target audience and are investing more in this medium. With the continued growth of online video consumption and the increasing popularity of mobile devices, the digital video advertising market in Australia is expected to continue its upward trajectory.
Data coverage:
Data encompasses enterprises (B2B). Figures are based on digital video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers video ad formats (web-based, app-based, social media, and connected devices).Modeling approach:
Market size is determined by a combined top-down and bottom-up approach. We use market data from industry reports and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. Then we benchmark key countries or regions (United States, China, Europe, Asia, and Africa) results with country-specific advertising organizations or associations. 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, internet users, 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.
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