As we look ahead to 2025, digital news advertising in Australia is set for significant change, driven by technological advancements, evolving consumer preferences, and a heightened focus on privacy. Marketers must adapt to these trends to remain competitive in an increasingly digital-first landscape.
AI-driven personalisation and automation
Artificial intelligence (AI) will continue to transform digital news advertising by enabling highly personalized and automated ad experiences. According to PwC Australia, 74% of marketers plan to invest in AI to improve campaign targeting and customer engagement by 2025. AI will help brands better understand consumer behaviour and deliver tailored ads that resonate more deeply with individual readers.
The shift to interactive content
Video content will remain a dominant force in digital news, with platforms like YouTube and TikTok continuing to shape ad formats. Short-form videos, in particular, will lead the way in capturing reader attention. Kantar Australia reports that video ads have a higher engagement rate compared to traditional display ads, and this trend will only intensify in 2025.
Programmatic advertising growth
Programmatic advertising will see substantial growth, making up a larger portion of the digital news ad spend. The rise of AI and machine learning in programmatic platforms will allow advertisers to place ads more efficiently, reaching the right audience at the right time. Statista predicts that programmatic ad spending in Australia will exceed $2 billion by 2025.
Privacy concerns and data regulations
As privacy becomes a top priority for consumers, Australian advertisers will need to navigate new regulations such as the Consumer Data Right (CDR). Marketers must prioritize transparency and ethical data practices to avoid reputational damage and comply with evolving laws.
Sustainability and ethical advertising
Consumers are increasingly prioritizing brands that align with their values, particularly regarding sustainability. Brands that advertise responsibly and embrace ethical advertising practices will find stronger connections with their audiences. The Australian Advertising Standards Bureau notes that nearly 60% of consumers support brands that promote environmental sustainability.
Staying ahead of the curve
To succeed in 2025, digital news advertisers must harness the power of AI, embrace video content, and maintain a strong focus on privacy and ethical standards. By staying adaptable and leveraging emerging technologies, brands can create more effective, relevant, and responsible advertising strategies.