Question 1

Is the Australian advertising market currently in a growth or recovery phase?

Accepted Answer

The market has moved significantly beyond recovery, with FY24 spending sitting 32% higher than pre-pandemic FY19 levels. Total expenditure is forecast to reach $26.2 billion by FY29, sustained by a 3.7% compound annual growth rate.

Question 2

Which specific media sectors are attracting the most capital investment?

Accepted Answer

Out-of-Home (OOH) is the primary growth leader with an 8.8% CAGR, driven by a transition where digital is expected to capture 75% of total OOH revenue by FY29. Digital advertising more broadly will remain the dominant segment, reaching $18.5 billion by the end of the forecast period.

Question 3

How are traditional broadcasters managing the decline in linear viewership?

Accepted Answer

Broadcasters are successfully utilizing Broadcaster Video on Demand (BVOD) as a structural hedge, with the sub-sector growing at an 18.2% CAGR. This rapid digital expansion is critical to offsetting legacy declines and maintaining a foothold in the total $26.2 billion market.

Question 4

Are there any high-growth niche opportunities outside of video and display?

Accepted Answer

Online audio is emerging as a high-performance sub-sector, projected to grow at an 8.9% CAGR to reach $199 million by FY29. This growth rate significantly outpaces the broader digital segment's 4.3% CAGR, indicating a shift in budget toward digital-first audio formats.

Australia Advertising Expenditure Forecast 2024

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