What Are the Spending Habits of Australia's Advertisers? - eMarketer

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What Are the Spending Habits of Australia's Advertisers?

Digital to grab majority of total media ad spend by 2018

March 18, 2015

Total media ad spending in Australia neared $11.4 billion in 2014, eMarketer estimates. This is slightly lower than figures from GroupM and ZenithOptimedia, which pegged spending at $11.5 billion and $12.3 billion, respectively. This year, forecasters agree on an upward trajectory, with eMarketer’s projection of nearly $11.6 billion again coming in slightly below forecasts from GroupM, ZenithOptimedia and Warc.

Total Media Ad Spending Growth in Select Countries, 2015 (% change vs. prior year)

eMarketer’s growth projection for this year falls in the middle of the pack, however, at 2.1%. GroupM projects a high growth estimate of 4.1%, while Carat has a low projection of 0.9% growth.

Warc also has a middle-of-the-road projection for total media ad spending growth in Australia in 2015, which put the country behind emerging markets in Asia-Pacific like India and China but ahead of Japan for growth this year.

Based on ZenithOptimedia’s estimates, Australia was the No. 8 country in the world for total media ad spending in 2014, behind China and Japan, among other countries, but ahead of South Korea. By 2017, ZenithOptimedia expects South Korean ad spending to outstrip that of Australia, which is expected to hold its No. 8 spot.

Total Media Ad Spending Share in Australia, by Media, 2014 (% of total)

The media mix in Australia is tilted heavily toward TV, according to data from Standard Media Index (SMI), with nearly half of all ad spending going to television last year. One in five ad dollars went to digital, according to that research.

eMarketer estimates digital ad spending, including all spending on ads served to internet-connected devices, will reach 43.3% of total media spending in Australia this year, up from 39.8% in 2014. By 2018, the end of our forecast period, the proportion of ad spending going to digital will be 51.7%.

Within digital, the Interactive Advertising Bureau Australia and PricewaterhouseCoopers estimated that in 2014, a plurality of spending went to search and directories, followed by display and classified ads.

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