Ryvalmedia Pulse (Vol.52)

Video and Search Fuel Australia's $16.4B Digital Ad Boom

Australia's digital advertising market surged to $16.4 billion in 2024, an 11.1% year-on-year increase, driven by significant growth in video and search, according to the IAB Australia report. Video investment soared by 19.6% to $4.5 billion, with social media dominating and CTV capturing 51% of publisher video spend. Search and directories grew by 10.1% to $7.2 billion.

Retail remained the top display category, followed by automotive. Agency buying via insertion orders held steady at 44%, with programmatic at 39%. The December quarter saw an 8.8% overall revenue increase, with video up 19.2%. While display saw minimal growth, audio rose by 17.8%.

IAB Australia highlighted the market's strength, noting diverse ad formats and environments driving growth, but also pointed out the challenges for publishers lacking strong video inventory.

LinkedIn's Conversion API Enhances Revenue Attribution Reporting

The Conversions API (CAPI) and Revenue Attribution Report (RAR) are LinkedIn's latest tools designed to empower marketers in campaign optimization and impact measurement.

LinkedIn's Conversion API offers improved revenue attribution reporting by providing more accurate and comprehensive data compared to pixel-based tracking. This API helps marketers understand the full impact of their LinkedIn campaigns by tracking conversions that occur both on and off the platform, including those from mobile apps and offline channels. 

The enhanced data accuracy leads to better insights into campaign performance, allowing for more informed optimization decisions. The API also addresses privacy concerns by offering more control over data sharing. This results in more reliable reporting on return on ad spend (ROAS) and a clearer understanding of how LinkedIn campaigns contribute to overall business revenue.

Google Ads Introduces AI-Powered Asset Flexibility for Enhanced Search Ad Performance

AI continues to transform Google Search and the need for asset flexibility in Search advertising to create effective and relevant ads. Google has introduced new AI-powered changes to Search campaigns and creatives, designed to increase asset flexibility and improve results by finding the best combination of assets. One key update is the expanded use of Responsive Search Ads (RSAs), allowing Google AI to select the best combination of headlines, descriptions, and other assets.

Now, up to two RSA headlines can appear in the space previously reserved for sitelinks if predicted to improve performance. This change aims to maximize the impact of advertiser-created headlines, giving more unused assets the chance to connect with potential customers. Google will maintain high relevance to keywords and still respect pinned assets and advertisers can monitor asset combinations using the combinations report. This update, rolling out globally, aims to optimize ads and deliver relevant experiences to users.

Google Ads practitioners at Ryvalmedia will be monitoring any changes to performance over the coming weeks.