Digital biddable media makes up three-quarters of Aussie ad spend: GroupM

Digital biddable media will make up the majority of advertising spend this year, with big leaps across podcasts, retail media, and BVOD.

This is according to GroupM’s latest ad spend forecast This Year Next Year, which predicts modest ad-spend growth of 1.1% in Australia for 2024.

Although the report is a global mid-year forecast, the local data shows that digital biddable media will represent 76% of all ad spend in 2024, in Australia, with search taking the biggest share of digital media, with 37%.