Question 1

What is the overall growth trajectory for the Australian advertising market?

Accepted Answer

The total market is forecast to expand at a 2% CAGR, reaching a valuation of $14.9 billion by 2020. This growth is entirely reliant on Digital, which will contribute 160% of the total market expansion as traditional segments contract.

Question 2

Which specific sectors are most at risk of losing revenue?

Accepted Answer

Print media and Directories face the steepest structural declines, with forecast CAGRs of -12.4% and -13% respectively. Approximately $2.8 billion in current Print spend is at immediate risk of migrating to digital platforms.

Question 3

Is there any growth left in traditional media formats?

Accepted Answer

Out-of-Home and Radio remain resilient, posting CAGRs of 5.7% and 3.2% respectively. In contrast, Television is stagnant with anaemic 1% growth, leading to a 100-basis point loss in total market share by 2020.

Question 4

How fast is the shift to digital advertising occurring?

Accepted Answer

Digital AdEx is growing at a 7.2% CAGR and is expected to reach $6.7 billion by 2020. This shift is also transforming physical formats, with digitalized inventory projected to account for 30% of all Out-of-Home revenue within the same period.

AdEx Market Outlook – market growth underpinned by Digital

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