Digital Marketing Australia Market Intelligence

Report Coverage

  • Digital Advertising Value Chain
  • Key Observations across Digital Channels: Australia
  • Supply Trends and Insights
  • Pricing Models: Comparative Analysis

Market Size

Market Size North America

$105 - 110 Bn

Market Size Europe

$48 - 52 Bn

Market Size Asia Pacific

$120 - 130 Bn

Table of contents

  1. Digital Marketing Australia Executive Summary
  2. Australia Digital Marketing Industry Outlook
  1. Digital Marketing Australia Market Analysis
  2. Digital Marketing Maturity and Industry Trends - Australia
  3. Market Drivers and Constraints
  4. Local Market Outlook
  5. Digital Advertising Value Chain
  6. Key Observations Across Digital and Mobile Channels
  7. Porter’s Five Forces Analysis
  1. Digital Marketing Australia Supply Analysis
  2. Supply Trends and Insights
  3. Digital Agency Services Classification
  4. Key Global Agency Profile
  5. Key Local Agencies: Service Portfolio
  6. Agency SWOT Analysis
  7. Agency Service Differentiation
  8. Digital Creative Agency: Selection Criteria Parameters
  1. Digital Marketing Australia Procurement Best Practices
  2. Sourcing Models
  3. Pricing Models
  4. Engagement with Digital Agency
  5. Cost Saving and Negotiation Strategy
  6. KPI and SLA Components
  7. Digital Channel-specific KPI
  8. Analytics in Digital Marketing Campaigns
  9. Measuring the Effectiveness
  1. Digital Marketing Australia End-user Industry Update
  2. Financial Services
  3. Retail

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Regional Market Outlook on Digital Marketting

The digital marketing spend is valued at $7–9 billion in 2019 and future estimates looks much stronger, due to continual attraction on digital channels. It is forecasted to grow at a CAGR of 5 percent to reach around $7.35–9.45 billion in 2020. Australia has medium market maturity for digital marketing buyers and suppliers. The market for digital services is healthily growing with industries such as BFSI, telecom, retail at its forefront.


Market Drivers and Constraints

The digital marketing spend in Australia is expected to grow at a CAGR of 5 percent and will contribute around 3–5 percent of the global digital marketing spend in 2019. This growth is due to the positive spend inclination from key sectors like BFSI, media and telecom and retail sectors.


RTB and Digital OOH Media

  • Rising adoption of Real-Time Bidding (RTB) of online display ad slots and increasing consumption of rich media and video advertisements are expected to be the key driving factors for display advertising spend in the coming years in Western Europe
  • Adoption of digital Out-of-Home (OOH) media is limited to the developed countries; e.g., the emergence of digital TVs in gas stations where 78 percent of the drivers (in the US) watch TV as their vehicles are refuelled

Targeted Mobile Ad Delivery

  • Emerging advertising technologies (such as RTB platforms, location-aware and bandwidth-aware technology tools) are enabling contextually relevant and personalized ads based on device features, mobile internet speed, location and other factors.


Difficulty in Calculating ROI

  • Most marketers believe that they are not sure about the impact of digital marketing as they often encounter lack of synergy between marketing and procurement centers. Thus, securing a budget for digital marketing investments becomes difficult because providing a digital marketing return on investment is the most critical challenge.

 Porter's Five Forces Analysis: Australia

Supplier Power

  • Global agencies with established presence have higher supplier power, but the price points of local agencies and competition in the market brings down the supplier power significantly

Barriers to New Entrants

  • High investments in terms of technology and infrastructure to compete with existing agencies and the difficulty in attracting and retaining top talent act as deterrents for new entrants

Intensity of Rivalry

  • The competition in the digital marketing space is primarily driven by buyer accounts that do not have long-term contracts with the top agencies and are open to working with the fragmented agency base

Threat of Substitutes

  • Threat of substitutes is very low. Traditional field market research studies are still adopted in moderately mature markets of Australia

Buyer Power

  • The government in Australia has encouraged investments in digital marketing across industries as internet penetration has increased manifold. The marketers will have higher buyer power as the agencies compete to grab a higher share of the marketer's spend

Digital Marketing Australia Market Overview

  • According to Australian digital market intelligence, paid search advertising remained the highest adopted digital channel with an estimated contribution of around 25–30 per cent of the total digital advertising spend in 2018. The increase in spend on channels like display, social and mobile-centric digital marketing initiatives is expected to slow down the adoption of paid search channel.  

  • In order to realize the higher saving potential, marketers are expected to unbundle routine digital production tasks, like trans-creation/versioning and web hosting, from incumbent agencies

  • The average cost savings observed in 2017-2018 from digital marketing production decoupling was around 10–15 per cent.  

  • Online videos and mobile ad spend have fueled the overall digital marketing spend in North America and Western Europe. Mobile ad spend that once accounted for around 13–18 per cent of the total digital spend share in 2016, now contributes to around 39–42 per cent of the digital spend in key Western European markets, such as the UK, Germany, and Spain and is expected to reach 55–60 per cent by 2019. 

  • Digital marketing Australia market research shows that the maturity of the buyers is medium in Australia. With the increase in spend and growth in the markets, the maturity of the buyer is expected to improve.  

  • Emerging advertising technologies such as RTB platforms and location-aware and bandwidth-aware technology tools are enabling contextually relevant and personalized ads based on device features, mobile internet speed, location and other factors

Why You Should Buy This Report

  • Information on the Australian digital market intelligence including the market maturity, industry trends, drivers and constraints, local market outlook, key observations, etc.
  • Porter’s five forces analysis of the digital marketing Australia industry.

  • Supplier analysis, trends, insights, category overview, and profiles and SWOT analysis of key players like Havas Digital, SapientNitro, VML Group, etc.

  • Sourcing models, pricing models, KPIs, best strategies, end-user industry updates, etc.

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