New Zealand interactive advertising reported in 2017 reached a record $NZ923m for the full year ($257m Q4) – a 7% year-on-year increase.
Desktop dominates
Twenty-nine percent ($267m) of total revenue was served to desktop devices over the year while mobile devices (smartphone and tablet) attracted $20.3m or 7% of revenue.
Smartphone revenue reached $55m or 6% of total revenue. The Smartphone revenue reported reflects revenue generated by NZ publishers and is net of Search and Social.
Display Revenue
Across all devices, Display advertising revenue landed at $150m with general Display advertising reaching $94.3m.
Video generated just short of $35m over the year.
The Sponsorship category earned $5.5m (4%) while Native contributed $16m (11%) to the Display number.
Programmatic Revenue
Programmatic Revenue (net of Google Ad Ex) realised $60m in 2017 (40% of Display Revenue). The The Association of National Advertisers in the US estimates that around 40% of revenue booked programmatically is finally attributed to media owners. Using this benchmark some $24m of programmatic spend is attributed to NZ publishers.
Classifieds and Directories
The Classifieds and Directories category produced $181m for the year, 20% of total revenue.
Search
The Search category topped $541m in the year and now forms 59% of total revenue.
Social Media
As reported by SMI, social media revenue captured by NZ media agencies reached $51 in 2017 (6% of total revenue)
- Read more here: www.iab.org.nz
- There’s a useful analysis in the latest NBR here
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