Australian Media Buyers Expect More Investment in Ad-Supported Streaming
Australian buyers also report growing interest in podcasts, digital out-of-home advertising and AI-assisted optimization.
Reference image: IAB Australia · Video State of the Nation 2026. Image source ↗
What happened
Australian buyers also report growing interest in podcasts, digital out-of-home advertising and AI-assisted optimization.
What changes
Ad inventory, data, creative work and measurement need to be considered together rather than evaluating the format in isolation.
Why it matters
Connecting creative work and media spending to business outcomes is more useful than optimizing intermediate metrics alone.
Implications for businesses
U.S. advertisers can use the Australian findings as a comparison point, not as a substitute for evidence about their own market and customers.
Un Rino’s take
Creativity remains essential. Measurement should help explain what changed for the business, not simply produce more platform statistics.
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