Agencies still want unified TV and video currency: IAB report

June 11, 2025 12:01

While video advertising continues to surge in Australia, making up nearly a third (27.5%) of all online advertising investment, a majority of media agencies are concerned about the lack of a unified TV and video currency.

This is according to IAB Australia’s 2025 Video Advertising State of the Nation report, which covers video advertising investment, assessment, and plans from media agencies.

Increased investment, as well as the diversification of video environments and formats, have caused new challenges for media agencies according to IAB Australia’s CEO Gai Le Roy. Foremost is measurement, which she said is the “number one focus area” both locally and in the US.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.