Tuesdata: Where Australian ad spend goes
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How the platforms and retail media have taken over their heritage rivals’ turf:
In today’s edition of Tuesdata we explore where advertising spend is being directed in Australia.
The timing of today’s exercise is inspired by fresh numbers for Uber Ads reported in the Australian Financial Review today. According to the AFR, Uber Ads - effectively an in-app retail media play - brought in $150.2m from the Australian market during the 2024 calendar year.
The rise of retail media marks one of the key trends, with Uber Ads joining Cartology, Coles 360, and Amazon in the top 20 advertising players in Australia.
We have compiled our ranking from a number of sources. Where the companies are ASX-listed, we take the data from their most recent full year filings.
In other cases the numbers come from previous ASIC filings.
The least precise numbers are those of Google and Meta with both companies booking much of their revenue overseas and not accurately showing up in local data. Instead we have updated estimates for Google and Meta reached by the Australian Competition and Consumer Commission during its inquiry into the digital platforms.
In the case of Are Media, the number is based on a four year old ASIC filing, with further decline factored in.
Below is our full ranking: