Advertising Market Forecast for Australia: A Shift in Sentiment
Australia’s independent media agencies are showing signs of cautious optimism despite ongoing economic challenges. According to the IMAA Indie Census, half of the nation’s indie agencies expect ad spend to rise in FY25, signalling a potential turning point for the market.
Leaders across the industry point to sector-specific resilience—financial services, health, and tourism have remained active—while traditional big-budget channels like TV and print continue to lose share. The advertising market forecast for Australia now hinges on adaptability, full-funnel thinking, and strategic digital investment.
Alfie Lagos, director at Lexlab, highlights that while the economy feels tighter than last summer’s jeans, channels like paid social, SEM, and programmatic out-of-home are becoming go-to options for measurable, flexible performance. With MOVE 2.0 improving OOH tracking, there’s renewed confidence in media mix modelling and ROI justification, especially for indies managing tighter budgets.
Digital video and BVOD/CTV are also surging, driven by changing consumer habits and smart device saturation. Brands are shifting budget from linear TV to more agile formats that blend awareness with performance. Commerce media is emerging fast, integrating ecommerce within video and offering direct attribution—a boon for brands trying to stretch every ad dollar.
Across the board, industry leaders are seeing clients return with delayed projects, expand briefs, and embrace new planning tools. While macro conditions remain unstable, Australia’s indie media sector is leaning into a mix of grit, data, and agility to lead the recovery.
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