Indie media agencies gear up for growth as confidence returns

Australia’s independent media agencies are expecting a rise in advertising spend and headcount in FY26, with 70% of agencies planning to hire and more than a third forecasting ad spend growth of up to 10%, according to new data from the Independent Media Agencies of Australia.

The IMAA’s 2025 Indie Census surveyed 157 member agencies and found 77% expect ad spend to either hold or grow in the coming financial year, despite broader economic pressures.

The outlook is underpinned by a bounce in billings across the sector. Nearly two-thirds of respondents now bill more than AU$11 million annually and the number of agencies billing between $30 million and $50 million has doubled to 16% in the past year.

Hiring intentions are also strong. More than 70% of indie agencies say they plan to grow their teams in FY26, with nearly 60% set to hire up to five staff.

CTV/BVOD, programmatic out-of-home, podcasts, digital video and social media are tipped to see the most growth. Nearly 70% expect CTV/BVOD spend to increase by up to 25%, with more than 60% saying audio – including podcasts – will also rise by a similar margin.

Programmatic out-of-home is becoming mainstream, with three in four agencies adding it to their FY25 media plans. Retail media and audio strategies are also maturing, with 60% planning to manage retail media buying in-house, and just over half reporting a unified audio planning and buying approach.

AI and privacy continue to shape agency operations. Over half of agencies are using AI for operational efficiency or to optimise campaign performance, while 74% said privacy remains a key factor when choosing publisher or vendor partners.

IMAA CEO Sam Buchanan said the findings point to a resilient indie sector that continues to gain ground with major account wins and brand investment.

“Despite the cost-of-living crisis and reduced consumer spending, our members remain upbeat about ad spend and business growth,” Buchanan said. “We’re seeing double-digit growth forecasts and strong hiring intentions – a vote of confidence in the value and agility of independent media agencies.”