Online advertising to grow 5.5% to $12.4bn by 2025, says PwC

July 19, 2021 9:12

Internet advertising is entering a “period of disruption” according to PwC’s latest Australian Entertainment and Media Outlook, as consumer-facing players, such as Google’s Chrome and Apple prepare to change how they will allow consumer data to be collected and used, with a shift towards a more privacy-centric approach.

Though Google has since delayed the implementation of its signalled change to disallowing cookies within its browser until 2023, these developments will take effect over the forecast period, and shift far more of the power over control of data into the hands of the consumer.

Internet advertising recorded growth of 3.3% in 2020 reaching $9.3 billion, and is expected to grow at 5.5% over the forecast period to 2025, based on the midpoint scenario, wrote PwC. Advertisers using online channels will “grapple with these changes” to tracking, segmentation, and targeting of audiences leading to a forecast decline in banner-type display advertising over the forecast period.

Be a member to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Become a member

Olivia Kruimel

Olivia Kruimel was the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.