Question 1

How rapidly is the shift to digital advertising occurring in the Australian market?

Accepted Answer

Digital advertising is set to dominate 67.7% of the total market by 2021, up from 48.3% in 2016. This transition occurs within a total advertising market forecast to reach $17.6bn at a 2.8% CAGR.

Question 2

What is the outlook for traditional broadcast television and print media?

Accepted Answer

Terrestrial TV has reached a structural tipping point with revenues expected to decline at an annualised rate of -5.1% through 2021. Print media faces a more severe contraction, with a forecast CAGR of -18.8% as audiences migrate to digital platforms.

Question 3

Which specific digital formats are driving the most significant growth?

Accepted Answer

Digital video and mobile are the primary engines, with digital video growing 57% in 2016 to capture 5% of the total market. Mobile advertising spend increased 47.3% in the same period, following the 67% of consumer time now spent on mobile devices.

Question 4

Are there any non-digital growth opportunities remaining for infrastructure investors?

Accepted Answer

Out-of-Home (OoH) is the only traditional segment showing resilience, forecast to reach $1.005bn by 2021. This 5.0% CAGR is driven by the aggressive deployment of digital signage and connected outdoor assets.

Australian Advertising Expenditure Market Outlook

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