New Zealand Interactive Advertising* revenue generated $890.86m for the full year in 2016 and $244.56m in Q4 of the calendar year, according to PwC figures released by the IAB.
In 2016, the 11% increase year-on-year was fuelled by significant spend increases in the Mobile (61%), Social Media (53%).
- Search & Directories increased by 10% to reach $490.71m for the year capturing some 55% of total interactive spend over the full year period.
- The Display category contracted 1% year-on-year, reaching $142.89m. The category consists of three elements – General Display, Video and Programmatic revenue.
- Year-on-Year increases in Video (+6%) and Programmatic (+5%) were offset by a decrease in General Display advertising spend.
- The Search & Directory category extended its market-leading run, reaching $136.89m for the quarter and 56% of all interactive spend. Full year revenue reached $490.71m
- Social Media revenue (vendor-based agency bookings reported by the Standard Media Index) showed a 53% year-on-year improvement, reaching $58.89m for the reported period.
- Mobile advertising generated $43.68m for the year an increase of 61%.
The report reflects that the advance was driven by smartphones, with phone-based advertising revenue increasing 16% year-on-year to reach $35m.
Working from a smaller base, tablet revenue grew 132% in the same period to achieve just over $8m.
Mobile advertising expenditure now makes up 5% of total interactive advertising.
Rapid pace
IABNZ ceo Adrian Pickstock said the industry continues to evolve at a rapid pace and its important the Interactive Revenue report keeps up with these changes in order to provide the most relevant and accurate reporting possible. The new format will be released to members in June 2017.
* Interactive Advertising: Advertising viewed on a desktop PC, laptop or mobile device and accessed via an internet connection, 3G, 4G or Wifi.
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