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Report Overview
The Australia digital marketing market attained a value of USD 13.93 Billion in 2025 and is projected to expand at a CAGR of 6.90% through 2035. The market is further expected to achieve USD 27.15 Billion by 2035. Rising adoption of retail media, CTV, and first-party data platforms is pushing Australian brands to consolidate digital marketing vendors that can prove revenue impact, and not only impressions, across buying environments.
Key Market Trends and Insights
- By region, New South Wales is expected to record a CAGR of 7.4% over the forecast period.
- The New South Wales digital marketing industry accounted for 33.8% of the total revenue share in 2025.
- By end-use, the BFSI sector is expected to expand at a CAGR of 8.1% during the forecast period.
- Search engine optimization, by digital channel, is expected to register a CAGR of 7.1% over the forecast period.
Market Size & Forecast
- Market Size in 2025: USD 13.93 Billion
- Projected Market Size in 2035: USD 27.15 Billion
- CAGR from 2026 to 2035: 6.90%
- Dominant Regional Market: New South Wales
Stricter privacy enforcement combined with accelerated AI deployment has also driven the Australia digital marketing market growth. Enterprises are investing in consent-led data infrastructure to avoid compliance risk, while simultaneously funding predictive bidding, creative testing, and attribution models powered by generative AI. At the same time, talent shortages in in-house teams are driving outsourcing toward specialized digital partners offering managed automation and performance-linked pricing, reshaping how marketing budgets are allocated across Australia by large retailers and service enterprises.
Vendors are prioritizing compliant identity resolution while keeping measurement depth intact for regulated sectors. In December 2023, Adelaide Oval upgraded its ageing network with Telstra Purple and Enterprise, boosting Wi-Fi, IPTV, telephony and redundancy to deliver faster, more reliable connectivity and enhanced fan experiences on event days. Such developments in the Australia digital marketing market are increasing spend on owned-data activation as cookie deprecation is accelerating.
Across the broader market, platforms are shifting from channel-centric tools toward integrated revenue operating systems. Companies like Salesforce and Adobe are both deepening local partnerships to push AI-assisted journey orchestration, while agencies reposition around outcome-based contracts. For example, Attentive achieved 125% revenue growth in Australia as a mobile marketing platform as per September 2024 reports. Retail media networks launched by Woolworths and Coles are also altering media buying behavior, pulling budgets from open exchanges into closed ecosystems. These structural Australia digital marketing market trends favor vendors that bundle analytics, commerce integration, and attribution under single commercial frameworks.
2025
Base Year
2019-2025
Historical Period
2026-2035
Forecast Period
-
As of 2024, Australia boasts 20.80 million active social media users, with Facebook being the most popular social media platform.
-
In 2021, a report by The Exposure Co. found that 39% of Australians are more likely to purchase a product suggested by influencers.
-
Surveys show that approximately 90% of Australians own mobile devices.
Compound Annual Growth Rate
6.9%
Value in USD Billion
2026-2035
*this image is indicative*
| Australia Digital Marketing Market Report Summary | Description | Value |
| Base Year | USD Billion | 2025 |
| Historical Period | USD Billion | 2019-2025 |
| Forecast Period | USD Billion | 2026-2035 |
| Market Size 2025 | USD Billion | 13.93 |
| Market Size 2035 | USD Billion | 27.15 |
| CAGR 2019-2025 | Percentage | XX% |
| CAGR 2026-2035 | Percentage | 6.90% |
| CAGR 2026-2035 - Market by Region | New South Wales | 7.4% |
| CAGR 2026-2035 - Market by Region | Western Australia | 6.6% |
| CAGR 2026-2035 - Market by Digital Channel | Search Engine Optimization | 7.8% |
| CAGR 2026-2035 - Market by End Use | BFSI | 8.1% |
| Market Share by Region | New South Wales | 33.8% |
Key Trends and Recent Developments
Retail Media Network Expansion
Retail media networks are reshaping the overall Australia digital marketing market dynamics by pulling ad spend closer to point of sale. Firms like Woolworths Cartology and Coles 360 are expanding self-serve platforms, offering closed-loop measurement using loyalty data. Brands increasingly prioritize these networks for measurable ROI. For example, in October 2025, PayPal unveiled PayPal Ads Manager, allowing businesses to become their own retail media networks and generate new revenue streams. Government-backed digital economy strategies supporting data commercialization further encourage retailers to monetize first-party data assets, making retail media a sustained growth factor for large-scale advertisers seeking scalable performance channels across the nation.
AI-Led Campaign Automation Adoption
AI-driven campaign automation is accelerating adoption across the digital marketing ecosystem in the country. The Australian Government’s National Artificial Intelligence Strategy emphasizes responsible AI deployment, encouraging enterprise experimentation under clear governance. Firms like Google and Meta are expanding generative creative tools locally, enabling faster asset testing at lower costs. For example, Google introduced AI Mode in Search for Australian users, signaling a major shift toward multimodal, AI-led search behavior in October 2025. Marketers benefit from predictive bidding, dynamic creative, and automated reporting, which improves efficiency while preserving compliance, making AI-led automation a key factor for sustained Australia digital marketing market expansion.
Shift Toward First-Party Data Infrastructure
Privacy regulation is pushing first-party data investment across Australian digital marketing operations. The federal government’s Privacy Act Review proposes stricter consent and data handling rules, raising compliance expectations for advertisers. In response, companies like Telstra Purple and Adobe Australia are launching clean room and consent management solutions tailored for regulated industries. Brands are reallocating budgets toward owned channels, CRM integration, and identity resolution. This trend in the Australia digital marketing market favors platforms enabling privacy-safe personalization while maintaining measurement accuracy. For example, in December 2025, Bobo Digital launched a data-driven approach to search engine ads, helping businesses adapt to AI-powered advertising.
Connected TV and Video Commerce Growth
Retailers and brands are investing in connected TV and video commerce formats across Australia. Streaming ad inventory has significantly expanded as Seven West Media and Nine integrated advanced ad targeting within BVOD platforms. Advertisers are responding with shoppable video, QR-enabled ads, and performance-based video buys, sustaining the overall demand in the Australia digital marketing market. For example, in July 2025, LG Ad Solutions officially launched in Australia, entering the country's booming connected TV ad market.
Public Sector Digitalization Spillover Effects
Government digital transformation programs are indirectly stimulating market growth. Federal and state agencies continue funding online service delivery, open data platforms, and digital identity frameworks. Enterprises aligned with public sector contracts must strengthen digital engagement and accessibility. For example, Meltwater introduced AI-powered tools enabling PR and marketing teams to better control narratives in November 2025, contributing to the overall Australia digital marketing market growth. This environment drives demand for compliant marketing platforms, multilingual content tools, and analytics solutions supporting government-facing and regulated industry campaigns.
Australia Digital Marketing Industry Segmentation
The EMR’s report titled “Australia Digital Marketing Market Report and Forecast 2026-2035” offers a detailed analysis of the market based on the following segments:
Market Breakup by Digital Channel
- Email Marketing
- Search Engine Optimisation (SEO)
- Interactive Consumer Website
- Online/Display Advertising
- Blogging and Podcasting
- Social Network Marketing
- Mobile Marketing
- Viral Marketing
- Digital OOH Media
- Online Video Marketing
- Others
Key Insight: The Australia digital marketing market spans across social media, search, email, mobile, video, display, digital OOH, and content-driven channels. Social and search remain foundational for acquisition, while email and mobile sustain retention and lifecycle engagement. Video and digital OOH benefit from improved measurement and programmatic buying. In November 2025, Broadsign and Audience360 teamed up to revolutionize how brands target audiences through DOOH advertising in Australia. Interactive websites anchor first-party data strategies, while podcasts and blogs support authority building. Viral and influencer-led campaigns enhance reach when paired with performance tracking.
Market Breakup by End Use
- Automotive
- BFSI
- Education
- Government
- Healthcare
- Media and Entertainment
- Others
Key Insight: As per the Australia digital marketing market report, BFSI and automotive emphasize performance and compliance, while healthcare and government focus on accessibility and trust. In September 2025, Carsales mediahouse launched artificial intelligence capabilities for its self-serve advertising platform and introduced new editorial formats. Media and entertainment rely on audience monetization and engagement analytics, and the education category prioritizes lead generation and content authority. Across sectors, digital marketing investments are tied to measurable outcomes, regulatory alignment, and efficient customer acquisition.
Market Breakup by Region
- New South Wales
- Victoria
- Queensland
- Australian Capital Territory
- Western Australia
- Others
Key Insight: New South Wales and Victoria drive enterprise-level spend and platform adoption. Queensland and the Western Australia digital marketing market show faster growth from SMEs and sector-specific campaigns. The ACT supports government-focused digital engagement, while other regions rely on localized performance marketing. Vendors succeed by tailoring offerings to regional priorities, from enterprise integration in metropolitan hubs to scalable, cost-efficient solutions in emerging markets.
| CAGR 2026-2035 - Market by | Region |
| New South Wales | 7.4% |
| Western Australia | 6.6% |
| Victoria | XX% |
| Queensland | XX% |
| Australian Capital Territory | XX% |
| Others | XX% |
Australia Digital Marketing Market Share
By digital channel, social network marketing dominates the market due to commerce integration, audience scale, and measurable ROI
Social network marketing holds the largest share in the Australia digital marketing market revenue due to its direct link to commerce and customer acquisition. Platforms such as Meta, TikTok, and LinkedIn are heavily used by retailers, fintech firms, and B2B service providers to drive conversions, not just awareness. Australian brands increasingly rely on paid social for lead generation, catalogue sales, and retargeting using first-party data. Social platforms support closed-loop measurement and creative testing at scale, which appeals to performance-focused advertisers. In January 2026, Vonnimedia secured the Schwarzkopf Professional and Shiseido Professional accounts.
| CAGR 2026-2035 - Market by | Digital Channel |
| Search Engine Optimization | 7.8% |
| Online/Display Advertising | 7.3% |
| Email Marketing | XX% |
| Interactive Consumer Website | XX% |
| Blogging and Podcasting | XX% |
| Others | XX% |
Online video marketing represents the fastest-growing channel as brands prioritize immersive formats with measurable outcomes. Growth is driven by connected TV adoption and short-form video usage across streaming and social platforms. Australian advertisers increasingly shift budgets from static display toward video formats that support storytelling and attribution. Retailers and travel brands use shoppable video and QR-enabled ads to shorten purchase journeys. Platforms now offer advanced targeting using contextual and first-party signals, which aligns with privacy changes.
By end use, BFSI leads adoption due to compliance-driven personalization and digital customer acquisition
BFSI represents the dominant end-use category due to sustained digital customer acquisition and regulatory complexity. Banks, insurers, and fintech firms invest heavily in compliant digital marketing platforms to manage consent, personalization, and attribution. Australian financial institutions rely on search, social, and content marketing to acquire customers amid branch rationalization. In November 2024, CommBank launched its owned media network called CommBank Connect, opening up its physical and digital channels to partners and advertisers for the first time. Moreover, marketing teams prioritize data security and performance transparency, favoring enterprise-grade platforms and long-term vendor contracts.
| CAGR 2026-2035 - Market by | End Use |
| BFSI | 8.1% |
| Healthcare | 7.6% |
| Automotive | XX% |
| Education | XX% |
| Government | XX% |
| Others | XX% |
Education emerges to be the fastest-growing end-use category, boosting growth in the Australia digital marketing market as institutions compete for domestic and international enrollments. Universities, edtech firms, and private training providers increasingly rely on digital channels to generate leads and manage recruitment funnels. Social, search, and video marketing are used to promote courses, credentials, and online programs. Government-backed skilling initiatives encourage institutions to digitize outreach and engagement. Marketing teams focus on conversion optimization, CRM integration, and localized messaging.
Purchase the Regional Overview for USD 1099
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Purchase the Regional Overview for USD 1099
If you choose to purchase the full report at a later stage, the amount already paid will be adjusted, and you will only need to pay the remaining balance.
Australia Digital Marketing Market Regional Analysis
New South Wales secures the largest market share due to enterprise concentration and digital-first advertising budgets
New South Wales presents lucrative Australia digital marketing market opportunities due to its concentration of corporate headquarters, financial institutions, and technology firms. Sydney-based enterprises allocate significant budgets toward digital acquisition, brand building, and analytics. Agencies and martech vendors cluster in the region, accelerating adoption of advanced platforms. Retailers, BFSI firms, and professional services companies in NSW prioritize omnichannel strategies supported by strong data infrastructure. The presence of major media networks and ecommerce players further supports spend concentration. In December 2025, MetaWeb confirmed its partnership with Sydney Thunder, becoming the team’s official digital marketing partner.
| Market Share by | Region |
| New South Wales | 33.8% |
| Victoria | XX% |
| Queensland | XX% |
| Australian Capital Territory | XX% |
| Western Australia | XX% |
Queensland is the fastest-growing regional digital marketing market in Australia, powered by SME digitalization and tourism-led marketing activity. Businesses across hospitality, real estate, and local services are increasing digital spend to reach interstate and international audiences. Regional enterprises adopt social, search, and video marketing to compete beyond physical locations. State-led economic diversification encourages digital engagement and ecommerce adoption. Marketing investments focus on cost efficiency and rapid deployment rather than complex stacks.
Competitive Landscape
Prominent Australia digital marketing market players focus on AI-led automation, first-party data activation, and privacy-safe measurement to meet enterprise compliance needs. Opportunities are emerging in retail media optimization, connected TV attribution, and composable martech stacks that reduce deployment time. Consulting firms are expanding managed marketing operations, while platform providers push deeper into commerce and analytics integration.
Australia digital marketing companies compete by offering sector-specific execution, especially in BFSI, education, and government-linked campaigns. Demand is shifting toward outcome-based pricing, faster implementation cycles, and localized data handling. Vendors that align product development with Australia’s privacy reforms and growing retail media ecosystems are gaining traction. The market favors players that can link creative execution directly to revenue impact, creating room for innovation in attribution, AI-led personalization, and automation-focused service models across enterprise and mid-market clients.
Accenture Plc
Established in 1989, Accenture is headquartered in Dublin, Ireland, with a strong presence across Australia. The company serves the digital marketing market through Accenture Song, combining consulting, creative, and technology delivery. It supports large Australian enterprises by integrating data platforms, AI-led personalization, and commerce tools. Accenture focuses on end-to-end transformation, helping clients modernize marketing operations while aligning with privacy and governance requirements.
IBM Corporation
Founded in 1911 and headquartered in Armonk, New York, United States, IBM caters to Australia’s digital marketing market through data, AI, and automation solutions. IBM emphasizes privacy-first personalization, analytics, and hybrid cloud marketing infrastructure. Australian enterprises use IBM tools for customer data platforms, journey orchestration, and secure data activation.
Alphabet Inc.
Alphabet Inc., established in 2015 and headquartered in California, United States, plays a central role in Australia’s digital marketing ecosystem. Through Google Ads, YouTube, and Analytics, it supports performance marketing, video commerce, and AI-driven optimization. Alphabet invests heavily in local ad products, privacy sandbox solutions, and generative creative tools.
Human Digital Limited
Founded in 2007 and headquartered in London, United Kingdom, Human Digital Limited is a specialist digital marketing agency focused on performance-led growth. The company supports Australian brands through paid media, analytics, and conversion optimization services. Human Digital differentiates itself with data-driven execution and fast deployment models for mid-sized enterprises.
*Please note that this is only a partial list; the complete list of key players is available in the full report. Additionally, the list of key players can be customized to better suit your needs.*
Other key players in the market include Clearwater Agency, AEK Media., KTG Agency, and Earned Media Pty Ltd., among others.
Key Highlights of the Australia Digital Marketing Market Report
- Analysis of innovations in retail media platforms, AI-led campaign tools, and CTV attribution.
- Competitive benchmarking of global platforms and specialist Australian digital agencies.
- Regional insights highlighting enterprise hubs and fast-growing SME markets.
- Investment-focused intelligence linking marketing technology adoption to revenue outcomes.
Why Rely on Expert Market Research?
- Deep understanding of Australia’s evolving digital advertising and privacy landscape.
- Analyst-driven insights focused on commercial impact, not surface-level trends.
- Balanced methodology combining industry interviews with validated secondary sources.
- Practical intelligence supporting vendor selection, investment planning, and market entry decisions.
Call to Action
Unlock the latest insights with our Australia digital marketing market trends 2026 report. Discover regional growth patterns, consumer preferences, and key industry players. Stay ahead of competition with trusted data and expert analysis. Download your free sample report today and drive informed decisions in the market.
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*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*
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Key Questions Answered in the Report
In 2025, the market reached an approximate value of USD 13.93 Billion.
The market is projected to grow at a CAGR of 6.90% between 2026 and 2035.
The market is assessed to witness a healthy growth in the forecast period to reach around USD 27.15 Billion in 2035.
The different end uses of digital marketing include automotive, BFSI, education, government, healthcare, and media and entertainment, among others.
The major digital channels considered in the market report include email marketing, search engine optimisation (SEO), interactive consumer website, online/display advertising, blogging and podcasting, social network marketing, mobile marketing, viral marketing, digital OOH media, and online video marketing, among others.
The different regions covered in the market report include New South Wales, Victoria, Queensland, Australian Capital Territory, and Western Australia, among others.
The key players in the market include Accenture Plc, IBM Corporation, Alphabet Inc., Human Digital Limited, Clearwater Agency, AEK Media, KTG Agency, and Earned Media Pty Ltd., among others.
Companies face privacy compliance pressure, rising customer acquisition costs, fragmented media channels, talent shortages, and increasing demand for clear attribution linking marketing spend directly to revenue outcomes.
Stakeholders are investing in first-party data, adopting AI-driven automation, forming retail media partnerships, strengthening compliance frameworks, and prioritizing outcome-based marketing models to sustain long-term competitiveness.
Report Summary
Explore our key highlights of the report and gain a concise overview of key findings, trends, and actionable insights that will empower your strategic decisions.
| REPORT FEATURES | DETAILS |
| Base Year | 2025 |
| Historical Period | 2019-2025 |
| Forecast Period | 2026-2035 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
|
| Breakup by Digital Channel |
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| Breakup by End Use |
|
| Breakup by Region |
|
| Market Dynamics |
|
| Competitive Landscape |
|
| Companies Covered |
|
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