- The Digital X
- Jul 15
- 4 min read
Updated: Sep 10
“I want to advertise in Australia — but what does the digital landscape actually look like?”
This article addresses that question by exploring the state of Australia’s digital advertising market in 2024, including current trends, platform usage, and what to watch out for when launching campaigns.
Use this as a strategic guide for planning and executing your advertising initiatives in the Australian market.
▼ WATCH RELATED VIDEOS HERE (JAPANESE AUDIO, ENGLISH SUBTITLES AVAILABLE)
Internet Usage in Australia
According to DataReportal, as of January 2024, 25.21 million people in Australia were using the internet — representing 94.9% of the total population.
By comparison, Japan’s internet penetration stands at 84.9%, highlighting Australia’s exceptionally high internet adoption rate.
Between January 2023 and January 2024, the number of internet users in Australia grew by 248,000 people (+1.0%).
This indicates that digital advertising in Australia offers the potential to reach nearly the entire population, making it a highly effective channel for brand exposure and performance marketing.
Australia’s Digital Advertising Market (2024 Overview)
According to Statista, Australia’s digital advertising market is projected to reach USD 13.3 billion (approx. ¥2.0925 trillion as of June 2024).
Among all ad formats, search advertising accounts for the largest share, estimated at USD 6.0 billion (approx. ¥943.9 billion) — representing nearly half of the total market.
The total digital advertising spend in Australia is projected to reach USD 13.3 billion in 2024. Within that, the largest segment is search advertising, expected to account for USD 6.0 billion in the same year. Globally, the United States remains the dominant market, with projected digital ad spending of USD 298 billion in 2024. In the in-app advertising segment, average ad spend per user in Australia is expected to reach USD 261.30 in 2024. Looking ahead to 2028:
Source: Statista |
The Current State of Digital Advertising in Australia
According to DataReportal, as of January 2024, 20.8 million people in Australia are active on social media — representing 78.3% of the total population.
This is nearly identical to Japan, where 78.1% of the population uses social media.
However, compared to the previous year, Australia saw a decline of 500,000 users (-2.3%).
One possible reason for this decline is account duplication or sharing — for example, a single user operating multiple accounts, or multiple users sharing one account, which can lead to data fluctuations.
When planning digital ad placements in Australia:
Google remains the most effective platform for search advertising
For social media advertising, platforms such as YouTube, Facebook, and Reddit are particularly effective for reach and engagement
Among the leading platforms, Google, YouTube, and Facebook have the highest monthly user counts in Australia. Given that search advertising accounts for nearly half of the total digital ad spend, it’s clear that Google Search Ads should be prioritized in any media mix strategy.
Additionally, over 92% of users in Australia access the internet via mobile or smartphone, emphasizing the importance of a mobile-first approach in both ad creative and campaign execution.
As a result, advertising content must be optimized for mobile screens, with careful attention to visual clarity, delivery timing, and site loading speed to ensure effective performance on smartphones.
Furthermore, according to recent data, Australians spend more time per day watching broadcast TV (including terrestrial and satellite) and streaming platforms (such as Netflix and Hulu) than they do on social media — highlighting the continued relevance of video and TV-based advertising channels in the Australian market.
For B2C products and services, it may be worthwhile to consider broadcast and streaming TV advertising as part of your media mix.
Key Considerations When Running Ads in Australia
Australia is a highly multicultural country, with consumers from diverse ethnic and cultural backgrounds.
According to a JETRO report, as of 2021, immigrants accounted for 51.5% of the total population, surpassing the 48.5% share of Indigenous Australians. Among the fastest-growing immigrant populations were those from Nepal (+210%), India (+48%), Pakistan (+45%), Iraq (+38%), and the Philippines (+26%).
Given this diversity, it’s essential to research the latest demographic trends and work closely with local native marketers to ensure your advertising strategy is culturally appropriate and effectively targeted. Without such localization, your campaigns may miss the mark or fail to resonate with key segments of the audience.
Frequently Asked Questions (FAQ)
I'm interested in cross-border e-commerce in Australia. What does the current landscape look like?
Australia is a growing market for cross-border e-commerce, with strong consumer interest in overseas brands — particularly in categories like fashion, beauty, and wellness.
The article below provides a comprehensive overview of the current state of Australia’s cross-border e-commerce market, including:
Consumer behavior and purchase motivations
Factors that influence brand recognition and buying decisions
Key points to consider when entering the market
[2024 Edition] Overview of Australia’s Cross-Border E-Commerce Market and Key Considerations
The Digital X Supports Your Digital Advertising Strategy and Execution in Australia
If you’re uncertain about how to plan or manage your digital advertising campaigns in Australia, The Digital X is here to help.
Our team combines the expertise of local native marketers in Australia with specialists based in Japan, providing fully localized and data-driven support.
Whatever concerns or challenges you’re currently facing, we’re ready to listen and guide you toward the right solution.
Feel free to reach out via our contact form — we look forward to hearing from you.
