Display Advertising Trends

Display advertising is undergoing significant changes as we head into 2025 and 2026. As consumer behaviours evolve and technology advances, marketers must adapt to emerging trends, understand the nuances of advertising methods, and leverage advanced targeting capabilities to engage audiences effectively. Here is an exploration of the latest developments, key players, and strategies shaping the future of display advertising in this dynamic region.

Direct vs. Programmatic Advertising

Display advertising offers two primary methods: direct publisher purchases and programmatic buying. Direct purchases involve negotiating with publishers for guaranteed ad placements, ensuring brand safety and enabling custom integrations like sponsored content. They also provide fixed pricing for budgeting certainty. In contrast, programmatic advertising automates ad buying through real-time bidding, offering efficiency, scalability, and advanced audience targeting. A notable trend is the rise of private marketplaces (PMPs) and programmatic direct deals, which prioritise controlled, high-quality ad environments over open exchanges.

Major Digital Publishers in the Region

Several publishers are shaping the display advertising landscape. In Australia, Nine Entertainment Co. offers platforms like nine.com.au and 9Now, excelling in native content opportunities such as immersive articles and video-led ads. Seven West Media’s 7plus provides robust digital advertising solutions, while Bunnings is expanding its retail media presence with in-store LED screens. In New Zealand, Scroll Media focuses on premium sponsored content and programmatic sales, and Snakk Media specialises in mobile advertising with location-based targeting.

Key Trends in Display Advertising

Display advertising is evolving with innovative strategies and technologies. Content seeding distributes branded content across platforms to boost visibility, engaging audiences in their natural online spaces. Seen This technology enhances retargeting by identifying users who’ve interacted with content, delivering personalised ads to drive conversions. Artificial intelligence (AI) and machine learning are revolutionising ad optimisation, enabling real-time data analysis for precise targeting and creative adjustments.

The rise of interactive and immersive ad experiences is another game-changer, with augmented reality (AR) and virtual reality (VR) creating engaging formats that deepen user connections. For example, a retailer in Sydney might use AR to let consumers virtually try products via a display ad. Amid growing privacy concerns, privacy and data protection strategies are critical, with marketers increasingly relying on first-party data and contextual targeting to comply with regulations while maintaining effectiveness.

Strategies for Success

To stay competitive, marketers should:

• Balance direct and programmatic approaches for optimal reach and control

• Partner with major publishers to leverage native content and sponsored content

• Invest in AI-driven tools to enhance targeting and campaign performance

• Prioritise privacy-compliant methods to build consumer trust

• These strategies ensure campaigns resonate with audiences in a privacy-conscious market.

Display advertising in Australia and New Zealand offers immense potential for marketers willing to embrace innovation. For expert guidance on crafting effective display campaigns, contact Glenda Wynyard at Media Precinct, a specialist in tailored, multi-platform advertising strategies for the region.

Display advertising trends 2025-26