Question 1

How much growth is left in the Australian advertising market?

Accepted Answer

The total market is projected to reach $16.6bn by FY21, expanding at a steady 2.8% CAGR. This growth is fueled almost entirely by the digital segment, which is forecast to grow at 9.1% annually over the same period.

Question 2

Is the decline in traditional television advertising accelerating?

Accepted Answer

Terrestrial TV spend is expected to peak in 2017 and then enter a structural decline, resulting in a -2.0% CAGR through FY21. This shift is driven by audience migration to online video platforms, which are capturing a larger portion of the 60% digital market share.

Question 3

Which digital channels should be the priority for investment?

Accepted Answer

Mobile advertising is the critical growth engine, forecast to account for 37.3% of all digital spend by FY21. Digital advertising as a whole will dominate the landscape, reaching $10.03bn in total value by the end of the forecast period.

Question 4

Are any non-digital formats still showing resilience?

Accepted Answer

Outdoor advertising remains a viable growth channel with a 2.4% CAGR, supported by the ongoing digitisation of physical signage. In contrast, print media is effectively collapsing, with a projected -14.8% CAGR that will reduce its market share to just 5% by FY21.

Advertising Market Outlook: The Digital Revolution Continues

Abstract

Key Takeaways

Frequently Asked Questions

Unlock the full report

Free

Lite

Team