Aussie advertisers abandon traditional media for digital options: Guideline SMI

Australian media agencies are spending more ad dollars than ever before, however traditional radio and television campaigns are being left behind, in favour of digital advertising opportunities.

This is according to the latest figures from Guideline SMI, which show that Australian advertising agencies delivered a record level of ad spend in the last financial year, breaking the $9 billion mark for the first time, and jumping by $212 million from the prior year.

Even when political advertising spend is removed from the calculations, FY25 still marks a record year for agency advertising spend. Digital video spend was up 20.8%, while digital audio advertising rose by 22.1%. Digital magazine spend grew by 37.7%, while even print magazines saw spend creep up by 2.2%.