Australian advertisers ramp up digital ad spending but struggle to engage consumers
According to recent data, Australian marketers are spending more of their advertising budgets on digital in order to keep pace with an increasingly hyperconnected consumer base. Australia now has the highest digital ad spend per user in the world and by 2018 will dedicate more than half of their advertising budgets to online and mobile.
This increase comes at a time when Australian consumers are showing a resistance to digital advertising. According to recent studies, 81% of Australians now use ad blocking software and as much as one in five will not see any digital ads in a 30-day span. In fact, Australia has the lowest click-through rates for banner ads in the world.
There is, however, a silver lining in recent consumer studies with 82% communicating a preference for tailored, targeted advertising. All of which underscores the need for more precise addressable media solutions.
Take a closer look at key Australian digital advertising trends in our infographic below: