Ori Gold.
The AdNews end of year Perspectives, looking back at 2024 and forward to next year.
Ori Gold, CEO and Co-Founder, Bench Media
Reflecting on 2024 feels like watching the first season of a new drama series – new players entering the scene, establishing players making surprising moves and unexpected twists leaving us hanging.
This year saw AVOD (ad-supported on demand) and retail media step confidently into the spotlight, while familiar names like DOOH (digital out-of-home) continued their rise. Surprises came thick and fast, from Google’s back-and-forth and a complete one-eighty-turn on cookie deprecation…to the Bargaining Code’s collapse after a tussle with Meta and Google. And let’s not forget the ultimate cliffhanger of Trump’s re-election! This year has set the stage for what will be an eventful 2025, with Australia’s federal election on the horizon and raising stakes around media, privacy, and tech regulation.
Privacy Laws and Tech Giants Under the Microscope
Privacy moved from the backstage to the centre in media and tech, with governments globally stepping up to protect consumer rights. Australia introduced new measures focused on transparency, data security and the protection of children, while Europe’s GDPR continued its strong enforcement. These shifts made it clear that smart first-party data strategies are no longer “nice-to-haves”, they are requirements demanded by regulators and increasingly savvy consumers.
The year also saw intensifying scrutiny on tech giants like Google and Meta, with a mix of anti-trust actions aimed at constraining Google’s dominance in search and ad tech. Although Australia’s Bargaining Code faced challenges, especially against Meta, this trend toward regulation shows no signs of slowing down. With Trump’s re-election, the outlook on anti-trust enforcement might soften in the U.S, yet the overall global trajectory favours stricter controls. For marketers, this has underscored the need to innovate within these tighter regulations, while staying responsive to evolving consumer expectations around privacy.
AVOD, CTV, and TV Reshaping Australian Streaming
The convergence of ad-supported tiers (AVOD), Connected TV (CTV) and traditional TV defined Australian media in 2024, reshaping viewer habits. Netflix, Disney+ and Amazon launched ad-supported tiers, sparking an AVOD boom among cost-conscious consumers who are willing to tolerate a few ads to cut down on subscription costs. Deloitte’s Media Consumer research highlights this shift, showing that while 56% of Australians still prefer ad-free options, many are willing to accept some ad exposure, if it means more affordable subscriptions.
CTV has become a valuable tool for advertisers, merging the digital precision of online metrics with TV’s broad reach. Australian marketers are embracing CTV as part of their media mix, opening doors for more interactive and targeted advertising that doesn’t disrupt the viewing experience. Yet, traditional free-to-air TV remains influential, particularly among older audiences who still turn to it as their primary source of news and entertainment. With the average household juggling 3.3 media subscriptions, the landscape is becoming more complex, leaving 74% of Australians wishing for more straightforward ways to manage all these services. This new mix of AVOD, CTV, and traditional TV has brought ad-supported content back in style to the large screen, providing advertisers with diverse paths to reach audiences across all viewing preferences.
The Shift from Retail to Commerce Media
Retail media has become a powerhouse in advertising, with global players like Amazon, Walmart and Uber expanding their networks and local ones such as Coles, Woolies and Chemist Warehouse offering brands a direct line to consumers at the point of purchase. This isn’t just about digital ads on retail sites and in-store screens…it’s about a broader Commerce Media approach that brings together online, in-store, and even out-of-home experiences centered around first-party data. As we head into 2025, this combo will allow brands to target consumers more effectively across every stage of the buying journey.
Commerce media is another example of data-driven advertising, where retailers use robust ecosystems to connect with consumers in personalised, measurable ways. Integrating offline and online channels through DOOH and other means enables brands to connect their digital data with in-person interactions. This omnichannel approach meets consumers’ expectations for cohesive, tailored experiences whether they’re shopping online or in-store.
Looking ahead to 2025
Brands will need to diversify across more channels to keep up with consumers’ expanding media preferences. Deloitte’s insights reveal that Australians are broadening their consumption habits, favouring more flexible and on-demand experiences, with monthly subscription spending increasing to $63. For marketers, this means rethinking the media mix to ensure a presence across fast-growing channels like Connected TV, where ad spend is projected to reach nearly $23 billion. Social media advertising, fueled by creator partnerships, is also rebounding, alongside digital video and audio, with podcast and music streaming gaining traction.
Trump’s re-election could lead to a more lenient stance on major tech companies like Google and Meta, although potential shake-up to content moderation policies. Meanwhile, Australia’s upcoming election is expected to drive privacy laws by the Labour government, pushing brands to balance personalisation with compliance to maintain consumer trust. This regulatory tightening means strategies integrating commerce media, data-driven targeting, and balanced privacy measures will be critical in navigating heightened expectations and a complex legal landscape.
In essence, 2025 will be about evolving with the times – diversifying channels, honouring privacy, and staying flexible in a landscape that is more interconnected than ever. This year’s trends are a reminder that the industry is anything but stagnant, and to stay relevant, we need to think ahead, innovate, and be ready to pivot.
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