IDEAS 2 CONTEXT 1/22 – WHAT TO DO IN A DECLINING ADVERTISING MARKET $12.15 billion advertising expenditure in Australia in 2020 Spending on advertising in Australia is expected to increase to $12.15 billion in 2020, compared with an expenditure of $11.79 billion in 2019, $11.40 billion in 2018, and $11.06 billion in 2017. This demonstrates […]

IDEAS 2 CONTEXT 1/22 – WHAT TO DO IN A DECLINING ADVERTISING MARKET $12.15 billion advertising expenditure in Australia in 2020 Spending on advertising in Australia is expected to increase to $12.15 billion in 2020, compared with an expenditure of $11.79 billion in 2019, $11.40 billion in 2018, and $11.06 billion in 2017. This demonstrates a slowing rate of growth despite an economy that continues to grow, a highly competitive market, and an increasing number of media options. Some 54.9% of the expenditure in 2019 will be online, up from 40% in 2018. Internationally, advertising budgets were expected to increase by 4.5% in 2019. However, they have increased by just by 3.6% despite a booming US economy. More than 50% of advertising internationally is now online. These findings suggest, among other things, that: The growth rate in advertising budgets are under threat The only real area of growth in advertising…