Talent shortage in the digital advertising industry remains severe, but could be nearing peak according to IAB Australia study


SYDNEY AUSTRALIA – August 25, 2022: The Australian Job vacancy rates in the digital advertising and ad tech industry continued to rise, reaching 11.8%, an increase of 2% from September 2021, when the market was already suffering from a severe talent shortage. Despite this increase, data from the IAB Australia The 2022 Industry Talent Report suggests the vacancy rate may be about to peak, with a growing number of companies reporting no vacancies.

The industry talent report revealed that strong market growth, changes in visa rules, lack of new talent entering the market and the arrival of new big local and global players have all contributed to the general talent shortage. The most competitive sector of the market was again for people with 3-5 years of experience.

Gai Le Roy, CEO of IAB Australia, said: “Demand for digital advertising and ad tech talent has once again reached record levels due to a combination of companies being unable to find talent to replace employees. who have moved and an increase in staff for many organizations. Although we are starting to see some companies with zero vacancy rates, which was rare last year, there are still over 1,800 open positions that require digital advertising skills. IAB Australia will continue to work with universities to help attract talent, develop appropriate training programs and provide support through initiatives such as the mentorship program.

The average salary increase over the past 12 months was 7.6%, with considerable variation across roles and companies. Some organizations said they had to increase their average salary by up to 20%. 80% of organizations are looking to increase their number of employees slightly or significantly over the next six months, with the rest wanting no change. The use of offshoring has decreased over the same period, with 16% of companies intending to increase their use of offshoring compared to 28% in 2021.

From a gender perspective, the industry talent report found that while there is still equal representation in commercial roles, there has been an increase in executive commercial leadership positions being filled by 35% women, up from 26% in 2021. Nearly nine out of ten technical and engineering positions continue to be held by men, while research and marketing positions had the highest proportion of women (64% and 60% respectively).

The Industry Talent Report also revealed that most organizations in the Australian digital advertising industry now have formal policies for a wide range of issues. Of these through 2022, there has been an increase in the number of organizations with policies on sexual harassment, but there has been a slight decline in some other areas, including mental health and LGBTQ equality. , due to the entry of small organizations into the industry. There has been a significant increase in the number of companies introducing or planning to introduce sustainability policies and initiatives in 2022.

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About the Interactive Advertising Bureau

As an independent industry association with more than 160 members in Australia and nearly 9,000 media owners, publishers, technology companies, agencies and advertisers worldwide, the IAB strives to align industry stakeholders industry to develop solutions to market challenges and develop standards that are integral to how digital advertising works.

IAB Australia also works closely with other industry associations, including MFA and AANA, to help shape the rules of the game around measurement, Australian digital advertising practices, mentorship, technology and policy work. global, Tech Lab standards, terminology standardization, and support for the entire media and marketing community. .


For more information, please contact:

Gay Le Roy

CEO – IAB Australia

T: 0408 431 455

E : [email protected]

Pru Quinlan

Einsteinz Communications for IAB Australia

T: 0405 100 585

E : [email protected]


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