Mobile Ad Spending in Australia to Outpace TV Spending this Year - eMarketer
« Return to Mobile Website

Newsletters Sign-Up

Schedule a Demo

Does My Company Subscribe?

Mobile Ad Spending in Australia to Outpace TV Spending this Year

Digital ad spending will account for more than half of all media spending next year

September 28, 2016 | Media Buying

This year, for the first time, mobile ad spending will exceed outlays on TV in Australia, according to eMarketer’s latest worldwide ad spending forecast. 2016 mobile ad spending will total $2.71 billion, or 25.3% of total media ad spending in Australia. Meanwhile, TV ad spending in the country will amount to $2.58 billion, or 24.2% of the total.

Mobile* vs. TV** Ad Spending in Australia, 2015-2020 (billions)

“Digital and mobile ad spending saw stronger-than-expected growth in 2015, driven by a significant increase in digital video advertising,” said eMarketer forecasting analyst Shelleen Shum. “Australia boasts one of the highest smartphone and tablet penetration rates in the Asia-Pacific region and ad dollars have followed consumers’ eyes to mobile.”

eMarketer has lowered its growth projections for TV ad spending and increased its estimates for digital, including mobile, spending since its last forecast. This is because data from some of the commercial TV networks showed lower-than-expected growth due to the growing popularity of various subscription video-on-demand (SVOD) services launched this year and last.

Digital vs. Mobile* Ad Spending as a Percent of Total Media Ad Spending in Australia, 2015-2020

“Traditional TV is facing strong competition from digital streaming subscription alternatives like Netflix that have appealed to consumers who are drawn to the ability to stream content anywhere, on-demand,” added Shum.

Next year, digital will account for more than half of all ad spending in Australia, or $6.94 billion. By 2020, eMarketer estimates, this share will have risen to more than 57%.

The definitive research source for marketing in a digital world

eMarketer benchmarks and forecasts are developed employing a research process unlike any other in the industry.

Watch this video that highlights how we put together data and insights.

TRENDING REPORTS

$89500

BUY

$1,12500

BUY

$89500

BUY

$1,99500

BUY
  • Go beyond the articles:

    coverage
    eMarketer Products

    You've never experienced research like this.

    SEE FEATURES »
  • Hear from our clients:

    coverage
    Customer Stories

    Nearly all Fortune 500 companies rely on us.

    READ MORE »
  • Want to learn more?

    coverage
    Contact Us

    Inquire about corporate subscriptions today.

    CONTACT SALES »