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Digital advertising in Australia - statistics & facts

Digital advertising is experiencing growth across most sectors in both spending and revenues globally. Worldwide advertising spending is estimated to reach well in excess of 500 billion U.S. dollars by 2024, with the United States as the leading regional market by a clear margin in 2020.

In the Asia Pacific region, digital advertising accounts for a significant share of total media advertising spend, and forecasts predict that the digital advertising spend in the region will pass one hundred billion U.S. dollars in 2022 and will continue to grow in the following years. The majority of this expenditure is, inevitably, spent on internet-based advertising. This too is predicted to exceed a hundred billion U.S. dollars in 2022.

The Australian market is growing in line with global trends

The Australian market is experiencing a similar year-on-year growth pattern, with total online advertising revenues reaching around nine million Australian dollars in 2019. Most of this revenue comes from both search engine-based adverts, and general display adverts, with the rest being from classified and video advertising. When it comes to converting the advertisements themselves to consumer spending, most comes from either search adverts or advert directories. In the final quarter of 2019, these types of ads attracted 4.2 million Australian dollars’ worth of spending alone. We can also see a year-on-year upward trend here, notably particularly in the year from the end of the fourth quarter of 2018 to the fourth quarter of 2019.

Most Australian consumers have a neutral attitude to online advertising

In a survey about online advertising conducted in 2020, most respondents gave neutral responses to statements such as “online ads are good for society” and “I completely trust online ads”. Only a small share, sixteen percent at most, responded positively. Despite this, there was a 22 percent improvement in consumer sentiment towards online advertisements in the same year. Interestingly, when consumers were asked about discovering new brands, television advertising attracted the largest share of respondents by a small margin over search engines and word of mouth recommendations.

Interesting statistics

In the following 4 chapters, you will quickly find the 25 most important statistics relating to "Digital advertising in Australia".

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