Question 1

How quickly will the advertising market recover from the recent downturn?

Accepted Answer

Following a 6.8% decline in FY20, the market is positioned for a rebound in FY22, reaching a total value of $19.8 billion by FY24. This represents a steady 4.0% CAGR over the five-year forecast period.

Question 2

Which specific digital formats are driving the most growth?

Accepted Answer

Online video is the primary growth engine, expanding at a 17.9% CAGR as consumption shifts toward OTT and mobile platforms. By FY24, digital platforms will consolidate their dominance, capturing 68.1% of the total advertising market.

Question 3

Is the decline in traditional television as severe as reported?

Accepted Answer

Linear free-to-air revenues are contracting at a -4.7% CAGR, which will reduce television’s total market share to 16.7% by FY24. While broadcasters are seeing a 32.3% CAGR in BVOD revenue, this digital growth only partially offsets the losses in traditional broadcast.

Question 4

How much of the local market is being captured by global tech platforms?

Accepted Answer

Google and Facebook now control more than 60% of all digital advertising expenditure in Australia. Consequently, one-third of the nation's total advertising revenue is now flowing to offshore entities.

Australian Advertising Market Outlook 2020

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