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IAB Australia
Australian agencies are increasingly using programmatic digital out of home advertising, moving from experimentation to regular consideration in campaign planning according to the IAB Attitudes to Programmatic Digital-Out-of-Home report released today. A similar trend is occurring in Europe, with agencies there identifying pDOOH as the top programmatic growth area for 2025.
Australian digital advertisers are evolving their data practices in response to increased privacy regulation, signal deprecation and emerging AI technologies, according to the IAB Australia Data State of the Nation Report 2025, released today. The report, produced by the IAB Australia Data Council, reveals that 92% of industry decision-makers view data usage as critical or very important to driving commercial success, with many actively pursuing new tools, strategies and partnerships to stay ahead of regulatory and technological change.
The Australian digital advertising and ad tech industry is refining its talent strategy in response to deepening cost pressures and the advancing integration of AI, according to IAB Australia’s 2025 Digital Advertising and Ad Tech Talent Review released today. As organisations seek to balance operational efficiency with capability growth, workforce planning has become more selective, structured and strategically aligned.
IAB Australia has announced the appointment of Sarah Kruger as its Director of Policy and Regulatory Affairs effective immediately. Sarah will work with IAB member organisations, other trade associations, policy makers and the global IAB network, with the primary goal of distilling and navigating the myriads of local and global regulatory frameworks that underpin the digital advertising ecosystem today and into the future.
Australian consumers are continuing to shop online in high numbers, but they are expanding the ways they discover and evaluate products according to the Australian and New Zealand Commerce Report 2025 which was released today by IAB and Pureprofile. The Report also found that while cost-of-living pressures have eased slightly, shoppers remain highly value-conscious with 72% of consumers actively cutting back on non-essential items, down from 75% in 2024.
Retail media advertising is now an integral part of holistic media planning according to the IAB Australia Retail Media State of the Nation 2025 Report, which was released today. The Report found that seven in ten advertisers and agencies using retail media have increased their investment in the last twelve months and 77% now work with three or more retail media networks, up from 58% last year. However, the Report also notes that as the sector scales, brands and agencies are seeking more transparency and consistency, along with better data access, consistent metrics and unified measurement frameworks across retail networks.
IAB Australia announced today that Mitchell Greenway, Managing Director APAC at OpenX has been appointed as the Chair of its Executive Technology Council (ETC) and now becomes the ETC representative on the IAB Australia board. Greenway replaces Nicole Prior, who was most recently Head of Media and Adtech Solutions APAC at Microsoft Advertising.
Video advertising in Australia is continuing to surge with 27.5% of all online advertising investment now allocated to video. This is despite marketers flagging macro-economic conditions, cross channel media measurement and AI as key challenges to advertising and marketing investment in 2025. According to IAB Australia’s 2025 Video Advertising State of the Nation Report, which was released today, brand safety and suitability also remains a concern, as well as understanding how consumer viewing is evolving.
The Australian internet advertising market has continued to grow, reaching $4.2bn for the March 2025 quarter, an increase of 11.6% year on year. The data which comes from the IAB Australia Internet Advertising Revenue Report (IARR) released today, also showed that the local market experienced a much softer than usual seasonal decline in spend from the December quarter at -1.8% in 2025 versus -4.2% in 2024.
IAB Australia is inviting the industry to make speaker submissions for MeasureUp 2025, Australia’s premier media measurement and marketing science event. Returning in September for its 9th year, MeasureUp brings together advertising and agency professionals, marketers, academics, and vendors.
IAB Australia has launched its AI Working Group to support the needs of publishers, platforms, ad tech, agencies and marketers. The Group will have a strong focus on providing practical guidance for the industry and will collaborate on key policy topics and initiatives with The AI Council of Experts which was recently launched by AANA, MFA and ACA.
Industry interest and support for IAB Australia continues to grow, with 13 new members joining the industry body in the first four months of this year. The new members who include brands, publishers, agencies and adtech companies, were drawn to the IAB by the opportunity to engage in industry discussions and initiatives, either through participation in Councils and Working Groups or as general members. The ability to access policy advice on regulatory issues, industry best practice guidelines and advertising and measurement standards, as well as attend all IAB events free of charge are other popular benefits of membership.
Affiliate and partnership marketing activity is increasing in Australia, with 89% of advertisers and agencies who use the channel flagging their intention to maintain or increase their investment over the coming year. The data, which comes from the IAB Australia Affiliate and Partnership Marketing Report, also found that as the industry grows, marketers are looking for greater guidance on measurement, tracking, effectiveness, payment models and best practices.
IAB Australia announced today that Nicole Prior, Head of Media and Adtech Solutions APAC at Microsoft Advertising has been appointed as the Chair of its Executive Technology Council (ETC) and also become the ETC representative on the IAB Australia board. Prior replaces Adele Wieser, MD of Index Exchange, who has completed her two-year stint as Chair.
Podcast advertising is firming up as an agency favourite for 2025, according to IAB Australia’s Australian Audio State of the Nation Report, with 79% of agencies intending to increase their podcast investments this year. Streaming music (65%) and streaming radio (56%) will also see increases in spend according to the Report, with audio’s ability to offer incremental reach on other media and to compliment the media mix, flagged as the key drivers of growth.
The Australian internet advertising market has grown 11.1% year-on-year to reach $16.4bn spend for the full calendar year 2024 according to the IAB Australia Internet Advertising Revenue Report (IARR) which was released today.
IAB Australia today announced that Suzie Cardwell, Nine’s Chief Data Officer, has been appointed Chair of the IAB Australia Board, while Sarah Myers , GM Audience and Marketing at REA Group has been appointed Deputy Chair.
IAB Australia’s Video Council has today launched a video ad format matrix designed to help buyers and planners more easily understand which environments specific video assets can run. It is hoped that the matrix, which offers a simple visual summary of the formats and the media environments they are offered, as well as a listing of the market’s SSPs, DSPs and Ad Servers, will support the industry and ensure a breadth of investment across multiple channels.
IAB Australia is inviting up and coming industry talent with less than 10 years’ experience in the digital advertising industry to apply now for the next round of its mentoring program. The Mentorship Program, which has launched in 2019 by the IAB Executive Tech Council, is regarded as the industry’s preeminent professional development and mentoring program and has supported more than 450 mentees to date.
Online advertising expenditure has increased 12.1 % year-on-year according to data released today in the IAB Australia Internet Advertising Revenue Report prepared by PwC Australia. Total advertising expenditure for the quarter ended 30th September 2024 was $4.2bn, with robust growth in video, classifieds, search & directories and audio.
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