Capital-efficient media buying services deliver more growth, with more efficiency.
Capital-efficient media buying services deliver more growth, with more efficiency.
Across borders and industries, our expertise is growing our client's business.
Across borders and industries, our expertise is growing our client's business.
Paid Media Agency with Proven Results
Paid Media Agency with Proven Results
To navigate media buying investment, our first task is to question assumption.
To navigate media buying investment, our first task is to question assumption.
We look forward to hearing from you.
We look forward to hearing from you.
Australia shows up for brands that earn it
Criterion Global is a leading independent international media agency helping global brands win Australia's demanding, English-language audience across free TV, live sport, out-of-home and retail media, and read the result as a signal for Asia-Pacific.
Australia is the English-language proving ground for Asia-Pacific: 27.9 million high-income, hard-to-impress consumers, and a national audience that still gathers around live sport. As an independent marketing agency in Australia, Criterion Global helps global brands earn that audience and turn the result into evidence for the region.
Australia has 27.9 million people and an advertising market WPP Media forecasts at A$31.1 billion for 2026. It is one of the few markets in Asia-Pacific where a global brand can test in English against a high-income, demanding audience, with GDP per head of about US$65,000. A brand that earns attention in Sydney and Melbourne has evidence that travels across the region. A brand that does not finds out before the regional budget is committed.
What sets the market apart is that mass reach still exists, and the law protects it. Under the anti-siphoning scheme, listed events such as the Olympics, the Melbourne Cup and the AFL and NRL finals must be offered to free-to-air broadcasters first, and since the 2024 reforms that priority holds against streaming and online platforms too. Live sport keeps the national audience on free TV and its BVOD apps: Total TV reached 86.7% of Australians every month in the first half of 2026, and almost one in five of those minutes was BVOD. Events carry the same pull in person. Criterion Global's media drove LIV Golf Adelaide to become the most-attended golf event in Australian history, with a new attendance record in each of the three years we have run it: about 94,000 fans in 2024, more than 102,000 in 2025 and more than 115,000 in 2026.
Social runs to different rules. Since 10 December 2025, ten platforms including Facebook, Instagram, TikTok, Snapchat and YouTube must take reasonable steps to keep under-16s off, with fines of up to A$49.5 million, so youth and family plans now lean on TV, audio, out-of-home and retail media. Criterion Global plans Australia as an independent agency paid only by its clients, with spend sized through the Criterion Global Budget Blueprint℠ to a Minimum Viable Market Investment℠ (MVMI℠) that tests the market properly before regional spend follows.
Because we plan Australia as the first read on Asia-Pacific, not a standalone test. Criterion Global buys independently across free TV, sport, out-of-home and retail media, and has run the media for LIV Golf Adelaide since 2024. Our roster spans clients such as LIV Golf, Brookfield, and GoDaddy, with an average client tenure of 5.5 years.
Yes, for brands that want an English-language read before committing to the region. The audience is high-income and hard to impress, national reach is still available on free TV, and OzTAM's VOZ measures broadcast and BVOD as one currency, so results are clean enough to plan the next market on.
Since 10 December 2025, platforms including Facebook, Instagram, TikTok, Snapchat and YouTube must take reasonable steps to stop under-16s holding accounts, or face fines of up to A$49.5 million. Reach to teenagers and families moves toward TV, BVOD, audio, out-of-home and retail media, and Criterion Global sizes that plan to a Minimum Viable Market Investment℠ (MVMI℠).
