.png)
Display Advertising Trends
- Glenda Wynyard
- Jun 11
- 5 min read
Updated: Jun 23
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
The display advertising landscape in Australia and New Zealand is undergoing significant transformations, influenced by technological advancements, evolving consumer behaviours, and shifts in advertising strategies. This report delves into the emerging trends, contrasts direct publisher display purchases with programmatic advertising, highlights major digital publishers in the region, and explores advanced targeting and advertising capabilities.
Direct Publisher Display Advertising Purchases vs. Programmatic Advertising
Direct Publisher Display Advertising Purchases:
Traditionally, advertisers have engaged in direct deals with publishers to secure specific ad placements on websites or platforms. This method offers:
Guaranteed Advertising Placements: Advertisers know exactly where their ads will appear, ensuring brand safety and contextual relevance.
Custom Integrations: Opportunities for bespoke content collaborations, such as sponsored articles or native advertising.
Fixed Pricing: Pre-negotiated rates provide budgeting certainty.
Digital Programmatic Advertising:
Programmatic advertising automates the buying and selling of ad inventory using real-time bidding (RTB) systems. Its advantages include:
Efficiency: Automated processes reduce manual publisher negotiations, speeding up advertising campaign launches.
Advanced Audience Targeting: Utilises data to target specific demographics, behaviours, or interests.
Scalability: Access to a vast inventory across multiple publishers and platforms.
In 2025, programmatic advertising spending in the United States is expected to reach $180 billion, indicating a global shift towards automated ad buying.
Trend: There is a growing preference for private marketplaces (PMPs) and programmatic direct deals over open exchanges. In the United States, more than 91% of total programmatic display ad spending is projected to go towards PMPs and programmatic direct in 2025.
Major Digital Publishers in Australia and New Zealand
Australian digital publishers:
Nine Entertainment Co.: A leading media company offering digital platforms such as nine.com.au, 9Now, and The Sydney Morning Herald. They provide native content opportunities, including articles, immersive experiences, and video-led content.
Seven West Media: Operators of 7plus, an in-house streaming platform focusing on digital content and advertising opportunities.
Bunnings: Expanding its retail media arm by installing large in-store LED screens, capturing a share of Australia’s $1.6 billion retail media market.
New Zealand digital publishers:
Scroll Media: A digital advertising network representing premium publishers, focusing on sponsored content, integration, and programmatic advertising sales.
Snakk Media: Specialises in mobile advertising solutions, including location-based targeting and programmatic buying, with a presence in New Zealand and Australia.
Display Targeting and Advertising Capabilities
Content Seeding:
Involves distributing branded content across various platforms to reach a broader audience. This strategy enhances brand visibility and engagement by placing content in contexts where target audiences are already active.
"Seen This" Technology:
Refers to advanced tracking and retargeting techniques that identify users who have previously engaged with specific content or products. Advertisers can deliver personalised ads to these users, increasing the likelihood of conversion.
Artificial Intelligence (AI) and Machine Learning (ML):
AI and ML are being leveraged to optimise ad targeting, creative development, and campaign performance. These technologies enable real-time data analysis and decision-making, leading to more effective advertising strategies.
Interactive and Immersive Ad Experiences:
The integration of Augmented Reality (AR) and Virtual Reality (VR) in display advertising is creating interactive experiences that engage users more deeply. The global AR and VR market is expected to grow annually at a rate of 8.97%, leading to a projected market volume of $62 billion by 2029
Privacy and Data Protection:
With increasing concerns about privacy, advertisers are adopting strategies that comply with data protection regulations. This includes leveraging first-party data and contextual targeting to reach audiences without infringing on privacy.
Conclusion
The display advertising landscape in Australia and New Zealand is evolving rapidly, with a clear shift towards programmatic advertising and advanced targeting capabilities. Major digital publishers are adapting by offering diverse advertising solutions, from native content to immersive experiences. Marketers must stay abreast of these trends to effectively engage their audiences in an increasingly digital and privacy-conscious environment.
Want more effective display advertising? The Media Precinct are specialists in human media consumption patterns and data-driven display strategies, leveraging programmatic, direct publisher buys, content seeding, retargeting, and premium digital inventory to precisely reach your audience. We create integrated, multi-platform campaigns that optimise brand awareness, engagement, and conversions—ensuring your brand stands out across premium publisher networks, programmatic platforms, and high-impact display environments in Australia and New Zealand.
Digital display and programmatic advertising sources:
Comments