Australia Online Advertising Market Outlook To 2027F

By Medium (Mobile and desktop), by Types of Advertising (Search, social media, Display, Video, Audio and Others), by Ad Buyers (Agencies and Direct)



Product Code:KROD80

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Published on

December 2022

Total pages


About the Report

About the Report

The report provides a comprehensive analysis of the potential of Online Advertising industry in Australia. The report covers an overview and genesis of the industry, market size in terms of revenue generated.

Its market segmentations include by Medium, by Types of Advertising, by Sectors/Industries, by Pricing Models, by Ad Buyers and more; growth enablers and drivers; challenges and bottlenecks; trends driving adoption trends; regulatory framework; end-user analysis, industry analysis, competitive landscape including competition scenario and market shares of major players. The report concludes with future market projections of each market segmentation and analyst recommendations.

Market Overview:

According to Ken Research estimates, the Australia Online Advertising Market – which grew from approximately AUD ~ Bn in 2017 to approximately AUD ~ Bn in 2022P – is forecasted to grow further into AUD ~ Bn opportunity by 2027F, owing to the rising internet and smart phone penetration in the country as well as the rapid adoption of social media in the country among all age-groups.

Australia Online Advertising Market Revenue

  • Widespread adoption of a standard format influences the effectiveness of advertising in online advertising market.
  • Our report offers the challenges of advertising when a cost savings technology (that demands standard ad design) limits the ability of an ad format to grab user attention in Australian online advertising market. We also explore remedies to these challenges.

Key Trends by Market Segment:

By Type of Advertising: Search advertising accounted for the highest share in the industry owing to the rise of keywords-based advertising on not just search engines but also e-commerce platforms. Social media advertising received the second highest digital ad spending followed by display, video, audio and other types of ads. Social media advertising showcased the fastest growth due to the introduction of new ad formats such as shoppable ads, influencer marketing and more.

Australia Online Advertising Market Segmentation

By Medium: Due to the increasing penetration of smart phones and tablets in the country, mobile medium accounted for over ~% of the digital ad spend and received a greater share in the digital advertising expenditure in 2022P. The widespread use of social media through mobile devices has also propelled the shift towards mobile advertising more than desktop advertising.

Australia Online Advertising Market Segmentation By Medium

Competitive Landscape

There are a large number of advertising agencies operating in Australian Online Advertising Market. The top five holding companies including Saatchi & Saatchi Australia, The Works, 303 Mullen Lowe, BCM Group, ROICOMAU Growth Agency, Ogilvy Australia, dominated the market in terms of billings. These agencies compete on various parameters such as pricing of the services offered (average hourly rate), minimum project size, service portfolio, major clientele and flexibility. The supply side of the digital advertising market on the other hand is dominated by the duopoly of Google (including YouTube) and Facebook (including Instagram).

Australia Online Advertising Market Competitive Landscape

Future Outlook

Demand for online advertising services is projected to continue to grow at a high rate over the next five years, as more businesses develop an online presence or channels through which their services can be accessed over the internet. Growth in non-messaging data from mobile phones, supported by the continued rollout of XG mobile networks, is also forecast to drive demand for online advertising services. Online Advertising Industry revenue is projected to grow at an annualized ~% over the five years through 2022-2027F.

Scope Of The Report

Scope of the Report

By Medium



By Type of Advertising


Social Media





By Sectors/Industries



Financial Services


Leisure Travel

Consumer Packaged Goods

Electronics & Computers





By Pricing Model

Cost per Mile

Cost per Click

Cost per Action

By Ad Buyers


Direct Medium

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Key Target Audience – Organizations and Entities Who Can Benefit by Subscribing This Report

  • Advertising Agencies
  • Social Networking Platforms
  • End User Industries Investing in Digital Advertising
  • Regulatory Bodies and Government Agencies
  • Investors
  • Industry Associations
  • Consulting Agencies
  • Government Bodies & Regulating Authorities

Time Period Captured in the Report

  • Historical Year: 2017-2022P
  • Base Year: 2022P
  • Forecast Period: 2022P– 2027F


Major Players Mentioned in the Report

Major Ad Agencies

  • Saatchi & Saatchi Australia 
  • The Works
  • 303 MullenLowe
  • BCM Group  
  • ROICOMAU Growth Agency 
  • BWM Dentsu
  • Ogilvy Australia
  • The Brand Agency
  • Zenith
  • oOh! 
  • DDB Group Australia
  • Intesols
  • Zoo Group
  • WME Australia

Major Online Platforms

  • Google
  • Facebook
  • Instagram
  • YouTube
  • LinkedIn
  • Twitter

Table of Contents

Table of Contents

1. Executive Summary

2. Australia Online Advertising Market Overview

2.1 Taxonomy of the Australia Online Advertising Market

2.2 Industry Value Chain

2.3 Ecosystem

2.4 Government Regulations/Initiatives for the Australia Online Advertising Market

2.5 Growth Drivers of the Australia Online Advertising Market

2.6 Issues and Challenges of the Australia Online Advertising Market

2.7 Impact of COVID-19 on the Australia Online Advertising Market

2.8 SWOT Analysis

3. Australia Online Advertising Market Size, 2017 – 2022

4. Australia Online Advertising Market Segmentation

4.1   By Regional Split (North/East/West/South/Central), 2017 - 2022

4.2 By Sector, 2017 – 2022

4.3 By Medium, 2017 – 2022

5. Competitive Landscape

5.1 Mergers and Acquisitions, Joint Ventures, Collaborations, and Agreements

5.2 Strategies Adopted by Leading Players

5.3 Company Profiles – (Top 5 - 7 Major Players)

5.3.1 Saatchi & Saatchi Australia

5.3.2 The Works

5.3.3 303 MullenLowe

5.3.4 BCM Group 

5.3.5 ROICOMAU Growth Agency

5.3.6 BWM Dentsu

5.3.7 Ogilvy Australia

6. Australia Online Advertising Future Market Size, 2022 – 2027

7. Australia Online Advertising Future Market Segmentation

7.1 By Regional Split (North/East/West/South/Central), 2017 - 2022

7.2 By Sector, 2017 – 2022

7.3 By Medium, 2017 – 2022

8. Analyst Recommendations

9. Research Methodology

10. Disclaimer

11. Contact Us

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Research Methodology

Research Methodology

Step 1: Identifying Key Variables:

Ecosystem creation for all the major entities and referring to multiple secondary and proprietary databases to perform desk research around market to collate industry level information.

Step 2: Market Building:

Collating statistics on online advertisement over the years, penetration of online advertising and its adoption to compute overall demand of consumers. We will also review statistics to understand adoption rate and outstanding gap which can ensure accuracy behind the data points shared.

Step 3: Validating and Finalizing:

Building market hypothesis and conducting CATIs with industry exerts belonging to different companies to validate statistics and seek operational and financial information from company representatives.

Step 4: Research output:

Our team will approach multiple online advertisement and media providing channels and understand nature of product segments and sales, consumer preference and other parameters, which will support us validate statistics derived through bottom to top approach from online media agencies.

Frequently Asked Questions

Frequently Asked Questions

01 What is the Study Period of this Market Report?

The Australia Online Advertising Market is covered from 2017–2027F in this report, including a forecast for 2022-2027F.

02 What is the Future Growth Rate of the Australia Online Advertising Market?

The Australia Online Advertising Market is expected to witness a CAGR of ~% over the next years.

03 What are the Key Factors Driving the Australia Online Ad Market?  

Massive 5G Internet penetration, Adoption of social media and consumer habit sift from traditional to online media for various tasks.

04 Which is the Largest End User Type Segment within the Australia Online Ad Market?

The youth and working population type segment held the largest share of the Australia Online Ad Market in 2022.

05 Who are the Key Players in the Australia Online Ad Market?

Saatchi & Saatchi Australia, The Works, 303 MullenLowe, BCM Group, ROICOMAU, Growth Agency, BWM Dentsu etc.

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