Australia’s digital advertising market is rapidly growing, with businesses of all sizes increasing their digital ad spend every year. In this post, we will summarise the most popular channels in Australia based on the recent reports published by eMarketer.

According to eMarketer, the top digital advertising channels in Australia in 2021 are social media (36.7%), search (27.4%), and video (16.4%). These 3 channels are expected to continue to dominate the digital advertising market in Australia in the coming years.

In terms of social media advertising, Facebook is the clear leader with 96.5% of social media ad spend in Australia. Instagram is also a popular choice, with 20.4% of social media ad spend. The rest are made up by other social media platforms, such as LinkedIn, Twitter and Snapchat.

When it comes to search advertising, Google is the dominant player with 92.7% of search ad spend in Australia. Bing and Yahoo make up the remaining portion of the market.

Video advertising is also getting more popular in Australia. YouTube, being the most popular video ad platform, accounts for 42.7% of video ad spend. Other video platforms such as Facebook and Instagram are also gaining popularity for video advertising.

It’s important to note that the popularity of digital advertising channels can vary depending on the industry, target audience and campaign objectives. Therefore, it’s important to conduct thorough research and analysis before deciding on which channels to allocate advertising spend.

In conclusion, social media, search and video advertising are the most popular digital advertising channels in Australia. However, it’s crucial to keep up with the latest trends and data in order to maximize the effectiveness of digital advertising campaigns.


  1. eMarketer, “Digital Ad Spending in Australia, by Format” accessed August 30, 2021,
  2. eMarketer, “Digital Ad Spending in Australia, by Platform, 2021 (% of total),” accessed August 30, 2021,

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