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Video Advertising
IAB Australia has released two new guidance resources to support marketers’ growing investment across retail media and digital video, two of the most significant and rapidly expanding areas of the Australian advertising market. Together, the papers give marketers, agencies and media owners clearer and more consistent approaches to measurement, segmentation and data driven activation.
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.
Digital video advertising investment across all screens (mobile, desktop and CTV) is now a significant or regular part of marketing activity for 92% of respondents according to IAB Australia’s Video Advertising State of the Nation Report. The report, which was released today, also found the frequency of using connected TV advertising has increased over the last year and for the first time more respondents have connected TV as a significant part of advertising activity (55%) than mobile (46%) or computer (47%).
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