Find Advertising, Marketing and PR expertise in Australia
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Advertising, marketing and PR consultancies are located in all of the major cities in Australia, servicing one of the most advanced and sophisticated advertising industries in the world. The advertising market grew at a rate of 13.7% in 2011, rising to a value of $12.4billion. The industry incorporates over 250 major advertising and marketing agencies, alongside around another 100 small advertising and marketing organisations. The major international players in the sector all have a presence in the country.
Marketing and PR consultancy is usually in-house, but external consultants and agencies can be employed for any type of project. As media is free and print and digital media is easy to acquire, PR is important in promoting a good corporate image and keeping that image safe from negative influences. The PR industry in Australia generates revenues of nearly AUS$400 million. The major player in the marketing and PR sector is the Photon Group Limited.
The key accrediting and representative organisations the sector are the Australian Association of National Advertisers , the Australian Marketing Institute and the Public Relations Institute of Australia. The Advertising Federation of Australia exists to give recognition to independent advertising agencies.
The World Economic Forum’s Global Competitiveness Report (2012-13) placed Australia 24th out of 144 countries in terms of the extent of marketing. It was given a value of 5.2 out of 7, comfortably above the mean of 4.1, indicating that companies in the country are more likely to use sophisticated marketing tools and techniques than average. In relation to buyer sophistication, Australia was ranked 33rd with a score of 4.1 out of 7. Again above the mean of 3.5, this suggests that buyers in the country are more likely to make purchasing decisions based on a sophisticated analysis of performance attributes rather than based solely on the lowest price.
Advertising spend in the country is increasingly expanding in new areas. With changes in economic conditions, the level and nature of advertising spend is altering. The industry has seen something of a shift away from more traditional media, such as magazines, radio, newspapers and free to air TV, partially due to the diversification of consumers’ media viewing habits.
The year leading up to June 2012 saw falls in newspaper, magazine and free to air TV advert revenues. However, net advertising revenues for the subscription TV industry grew, as did digital advertising. This has been attributed to a higher number of viewers and the opportunity to target specific audiences. The regional free to air market was enhanced by government advertising due to the rollout of the National Broadband Network. Additionally, the growth in mobile advertising spend has been in accordance with global trends. Outdoor advertising has also seen impressive growth in recent years. The growth sectors indicate the manner in which companies are increasingly trying to reach out to customers in new ways.