Mar 12, 3025
Australian Digital Ad Spend Forecast 2025
The Australian digital advertising market is poised for continued growth in 2025, although forecasts vary among leading industry analysts.
News
Hub
Recent
Growth
The Australian digital advertising market is poised for continued growth in 2025, although forecasts vary among leading industry analysts.
After navigating a challenging 2024, several reports suggest a positive trajectory, driven by evolving media consumption habits, technological advancements, and key market events. Major analyst groups offer slightly different perspectives on the expected growth rate for the overall Australian advertising market in 2025, and while specific data is still emerging, the overall sentiment points towards moderate expansion. The IAB Australia reported strong digital ad spend growth of 11.9% across the first three quarters of 2024, setting a positive precedent, although growth varied significantly across different formats.
Trends
Trends
Several factors are expected to influence spending patterns
According to Statista, total ad spend is projected to reach US$20.74 billion in 2025, with Search Advertising emerging as the dominant segment. Video remains a formidable force, particularly through Connected TV (CTV), which continues to drive momentum. Dentsu anticipates an 8.7% year-on-year rise in video ad spend, while data from the IAB US — often a bellwether for Australian trends — reinforces CTV’s position as a primary growth engine. Retail media is another standout, with GroupM reporting a remarkable 26.5% surge in 2024 and forecasting a further 28.1% lift in 2025. Social media also continues its upward trajectory, with ad spend expected to hit AU$7.5 billion, while digital audio — especially podcasts — grows steadily from a more modest base. At the heart of these shifts is a sharpened focus on first-party data strategies, as brands brace for a cookieless future. The integration of generative AI into campaign planning and execution is accelerating, with a growing cohort of marketers actively adopting or trialling these tools to stay ahead of the curve.
Implications
Implications
While the outlook for Australia’s advertising market in 2025 is overwhelmingly positive, businesses must navigate a range of challenges to fully capitalise on emerging opportunities.
Consumer confidence remains fragile, and CMOs are under increasing pressure to prove return on investment—driving a sharper focus on performance marketing. Industry experts also highlight ongoing difficulties in achieving accurate cross-channel measurement and managing reach and frequency effectively. In this context, it’s essential for Australian businesses to not only stay abreast of industry trends but to adapt strategically. Embracing high-growth channels like video, Connected TV, and retail media, while proactively preparing for a cookieless future and leveraging the efficiencies of AI, will be key to staying competitive. Partnering with experienced firms like Serif & Stone — who understand the complexities and nuances of the Australian digital ecosystem—can provide a crucial advantage in navigating this evolving landscape with confidence and precision.
Latest Updates
(GQ® — 02)
©2024
Latest Updates
(GQ® — 02)
©2024
FAQ
FAQ
01
What does a project look like?
02
How is the pricing structure?
03
Are all projects fixed scope?
04
What is the ROI?
05
How do we measure success?
06
What do I need to get started?
07
Do I need to know how to code?
01
What does a project look like?
02
How is the pricing structure?
03
Are all projects fixed scope?
04
What is the ROI?
05
How do we measure success?
06
What do I need to get started?
07
Do I need to know how to code?
Mar 12, 3025
Australian Digital Ad Spend Forecast 2025
The Australian digital advertising market is poised for continued growth in 2025, although forecasts vary among leading industry analysts.
News
Hub
Recent
Growth
The Australian digital advertising market is poised for continued growth in 2025, although forecasts vary among leading industry analysts.
After navigating a challenging 2024, several reports suggest a positive trajectory, driven by evolving media consumption habits, technological advancements, and key market events. Major analyst groups offer slightly different perspectives on the expected growth rate for the overall Australian advertising market in 2025, and while specific data is still emerging, the overall sentiment points towards moderate expansion. The IAB Australia reported strong digital ad spend growth of 11.9% across the first three quarters of 2024, setting a positive precedent, although growth varied significantly across different formats.
Trends
Several factors are expected to influence spending patterns
According to Statista, total ad spend is projected to reach US$20.74 billion in 2025, with Search Advertising emerging as the dominant segment. Video remains a formidable force, particularly through Connected TV (CTV), which continues to drive momentum. Dentsu anticipates an 8.7% year-on-year rise in video ad spend, while data from the IAB US — often a bellwether for Australian trends — reinforces CTV’s position as a primary growth engine. Retail media is another standout, with GroupM reporting a remarkable 26.5% surge in 2024 and forecasting a further 28.1% lift in 2025. Social media also continues its upward trajectory, with ad spend expected to hit AU$7.5 billion, while digital audio — especially podcasts — grows steadily from a more modest base. At the heart of these shifts is a sharpened focus on first-party data strategies, as brands brace for a cookieless future. The integration of generative AI into campaign planning and execution is accelerating, with a growing cohort of marketers actively adopting or trialling these tools to stay ahead of the curve.
Implications
While the outlook for Australia’s advertising market in 2025 is overwhelmingly positive, businesses must navigate a range of challenges to fully capitalise on emerging opportunities.
Consumer confidence remains fragile, and CMOs are under increasing pressure to prove return on investment—driving a sharper focus on performance marketing. Industry experts also highlight ongoing difficulties in achieving accurate cross-channel measurement and managing reach and frequency effectively. In this context, it’s essential for Australian businesses to not only stay abreast of industry trends but to adapt strategically. Embracing high-growth channels like video, Connected TV, and retail media, while proactively preparing for a cookieless future and leveraging the efficiencies of AI, will be key to staying competitive. Partnering with experienced firms like Serif & Stone — who understand the complexities and nuances of the Australian digital ecosystem—can provide a crucial advantage in navigating this evolving landscape with confidence and precision.
Latest Updates
(GQ® — 02)
©2024
FAQ
01
What does a project look like?
02
How is the pricing structure?
03
Are all projects fixed scope?
04
What is the ROI?
05
How do we measure success?
06
What do I need to get started?
07
Do I need to know how to code?
Mar 12, 3025
Australian Digital Ad Spend Forecast 2025
The Australian digital advertising market is poised for continued growth in 2025, although forecasts vary among leading industry analysts.
News
Hub
Recent
Growth
The Australian digital advertising market is poised for continued growth in 2025, although forecasts vary among leading industry analysts.
After navigating a challenging 2024, several reports suggest a positive trajectory, driven by evolving media consumption habits, technological advancements, and key market events. Major analyst groups offer slightly different perspectives on the expected growth rate for the overall Australian advertising market in 2025, and while specific data is still emerging, the overall sentiment points towards moderate expansion. The IAB Australia reported strong digital ad spend growth of 11.9% across the first three quarters of 2024, setting a positive precedent, although growth varied significantly across different formats.
Trends
Several factors are expected to influence spending patterns
According to Statista, total ad spend is projected to reach US$20.74 billion in 2025, with Search Advertising emerging as the dominant segment. Video remains a formidable force, particularly through Connected TV (CTV), which continues to drive momentum. Dentsu anticipates an 8.7% year-on-year rise in video ad spend, while data from the IAB US — often a bellwether for Australian trends — reinforces CTV’s position as a primary growth engine. Retail media is another standout, with GroupM reporting a remarkable 26.5% surge in 2024 and forecasting a further 28.1% lift in 2025. Social media also continues its upward trajectory, with ad spend expected to hit AU$7.5 billion, while digital audio — especially podcasts — grows steadily from a more modest base. At the heart of these shifts is a sharpened focus on first-party data strategies, as brands brace for a cookieless future. The integration of generative AI into campaign planning and execution is accelerating, with a growing cohort of marketers actively adopting or trialling these tools to stay ahead of the curve.
Implications
While the outlook for Australia’s advertising market in 2025 is overwhelmingly positive, businesses must navigate a range of challenges to fully capitalise on emerging opportunities.
Consumer confidence remains fragile, and CMOs are under increasing pressure to prove return on investment—driving a sharper focus on performance marketing. Industry experts also highlight ongoing difficulties in achieving accurate cross-channel measurement and managing reach and frequency effectively. In this context, it’s essential for Australian businesses to not only stay abreast of industry trends but to adapt strategically. Embracing high-growth channels like video, Connected TV, and retail media, while proactively preparing for a cookieless future and leveraging the efficiencies of AI, will be key to staying competitive. Partnering with experienced firms like Serif & Stone — who understand the complexities and nuances of the Australian digital ecosystem—can provide a crucial advantage in navigating this evolving landscape with confidence and precision.
FAQ
What does a project look like?
How is the pricing structure?
Are all projects fixed scope?
What is the ROI?
How do we measure success?
What do I need to get started?
Do I need to know how to code?