Australians are buying more connected devices to suit their always-on lifestyle.

1. they spend more time on the internet
than all other forms of media.
the majority of their internet time is spent
on smartphone and tablet devices.
Although Australian marketers are pouring advertising
dollars into digital channels at a world-leading pace,
these ads often fail to engage the always-on
consumer. To get more value from their digital
investments, Australian marketers need better
addressable media solutions that will help them be
more relevant, target customers more precisely, and
improve overall advertising efficiency.
australians are increasingly utilizing
their digital devices for shopping.
Average Time Australians Spent With Media Daily in 2015 vs. 2012 (in minutes)
Average Time Australians Spend on Each Device per Month (Sept. 2015)
From 2014 to 2015, the share of retail
e-commerce transactions taking place
on mobile grew by 49% in Australia.
in 2015, australian marketers
had the highest digital ad spend
per internet user in the world.
Australia’s mobile ad spend as a percentage of total
ad spend is outpacing the worldwide average.
#1
INTERNET
163
137
TELEVISION
168
157
RADIO
108104
MAGAZINES
10 9
NEWSPAPERS
1822
2012
2015
Countries That Spent the Most on Digital Ads per Internet User in 2015 (USD)
$271Australia
United Kingdom
Norway
United States
Denmark
$262
$251
$225
$192
current digital ad spending in australia
Over 40%
of media ad spending was on digital ads
$5.9 billion AUD
was spent in AUS on digital advertising
when digital ad spending surpasses 50% of total media budget
United
Kingdom
Australia,
Denmark,
& Norway
2016
China
2017 2018
As a result of evolving consumer behaviors, Australian
marketers spend a faster-growing portion of advertising dollars
on digital and mobile than other tech savvy countries.
In 2018, Australia will become one of the first
countries in the world where over 50% of total
ad spend is invested in digital channels.
While Australian advertisers are
increasing their digital budgets, they
face a backlash from consumers, who
think ads are irrelevant and annoying.
2015 2016 2017 2018 2019
Australian Growth Worldwide Growth
mobileadspendasa
percentageoftotaladspend
13%
19%
26%
33%
38%
The use of ad blocking software has
jumped 81% since 2013.
SOURCES:
http://totalaccess.emarketer.com/view/Chart/Average-Daily-Time-Spent-with-Media-Among-Consumers-Australia-2011-2017-minutes/171898?ECID=TA1000
http://www.criteo.com/resources/mobile-commerce-report/
http://totalaccess.emarketer.com/view/Chart/Digital-Ad-Spending-per-Internet-User-Worldwide-by-Country-2013-2018/167879?ECID=TA1000
http://totalaccess.emarketer.com/view/Chart/Mobile-Inter-
net-Ad-Spending-Share-of-Total-Media-Ad-Spending-Worldwide-by-Country-2013-2019-of-total-media-ad-spending/167841?ECID=TA1000
http://prwire.com.au/pr/58326/online-ad-expenditure-poised-to-break-6-billion
https://www.iabaustralia.com.au/research-and-resources/adver-
tising-expenditure/item/11-advertising-expenditure/1995-iab-online-advertising-expenditure-report-quarter-ended-june-2015
http://totalaccess.emarketer.com/view/Chart/Digital-Ad-Spend-
ing-Share-of-Total-Media-Ad-Spending-Worldwide-by-Country-2014-2019-of-total-media-ad-spending/176600?ECID=TA1000
http://downloads.pagefair.com/reports/2015_report-the_cost_of_ad_blocking.pdf
https://www.iabaustralia.com.au/research-and-resources/nickable-charts/item/34-nickable-charts/1930-calendar-year-2015
https://integralads.com/news/ad-fraud-worth-120m-in-australia-fraud-detection-firm-estimates/
Nearly 1 in 5 Australians
will never see an Internet
ad over a 30-day period.
Compared to other highly industrialized
countries, Australian marketers recognize
the importance of the mobile channel for
engaging the always-on consumer.
australia has the world’s lowest click-through rates
on standard banner ads.
NORTH
AMERICA
LATIN
AMERICA
EUROPE MIDDLE EAST
/AFRICA
AUSTRALIA
/NEW ZEALAND
EAST
ASIA
SOUTH
ASIA
.o6%
.o7%
.o8%
.11%
.12% .12%
.19%
australia’s hyperconnected
consumers drive digital ad spending
australians are buying more
connected devices to suit
their always-on lifestyle.
Purchases of smartphones, tablets,
and wearable devices have increased
steadily since 2013.
how australians prefer to be targeted
% Increase in Devices Purchased Since 2013
TABLET
78%
SMART PHONE
38%
18% on Tablet
45% on Smartphone
37% on PC
82% of Australian Consumers
prefer tailored ads.
34%
By Video
Being Watched
20%
By Sites
Visited Online
17%
By Favorite
Brands
20%
By Recent
Video History
As a result of fraud, Australian advertisers
waste about $120 million AUD a year.
Almost 1 in every 10 dollars spent
on online display ads is wasted on
advertising that is shown to bots
rather than real people.
By 2018, digital ad spending will be 39% of total
media budget in the United States.