Advertising spending in Australia 2015-2020

Advertising spending is necessary in a country where competition can be fierce, and consumers are becoming more connected to digital platforms. In 2015, advertising spending across various formats including digital, magazines, newspapers and out-of-home mediums amounted to over ten billion U.S. dollars in Australia. The multi-billion-dollar industry was forecasted to continue increasing to over 12 billion U.S. dollars by 2020. Rise of digital advertising The share of internet advertising spend was projected to increase in 2021, with non-digital advertising formats expected to become less and less common. This reflects changes in target audiences; increasing penetration of digital devices such as smartphones may result in a greater expenditure on mobile internet advertising. As of 2016, Australia had the highest digital ad spend per user worldwide, and growth in this segment is not expected to slow anytime soon. How are consumers responding? According to Australian consumers, the most influential online advertising media were advertising delivered through social media platforms and sponsored search engine result advertising. With 69 percent of the population active social media users in 2018, it’s unsurprising that many businesses use at least one form of social media to advertise their products or services. A threat to digital advertising is the use of ad blocking software, which more Australians are starting to use. In fact, Australia has the world’s lowest click-through rate, which may affect digital ad budgets in the future.

在竞争激烈且消费者日益紧密地连接至数字平台的国度中，广告投入实属必要。2015年，澳大利亚在数字、杂志、报纸以及户外媒体等多种广告形式上的支出总额已超过一百亿美元。这一数十亿美元的产业预计将持续增长，至2020年将达到一百二十亿美元以上。数字广告的崛起预计在2021年，互联网广告的投入比例将有所上升，而非数字广告形式的普及度预计将逐渐降低。这一变化反映了目标受众的转变；智能手机等数字设备的日益普及可能导致在移动互联网广告上的支出增加。截至2016年，澳大利亚的数字广告人均支出在全球范围内位居首位，且该领域的增长预期不会在短期内放缓。消费者如何响应？根据澳大利亚消费者的反馈，最具影响力的在线广告媒介是通过社交媒体平台和赞助搜索引擎结果广告投放的广告。2018年，69%的澳大利亚人口为活跃的社交媒体用户，因此许多企业至少采用一种社交媒体形式来宣传其产品或服务并不足为奇。对数字广告构成威胁的是广告拦截软件的使用，越来越多的澳大利亚人开始使用这类软件。事实上，澳大利亚拥有全球最低的点击率，这可能会影响未来的数字广告预算。