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IAB Press Release

IAB/PwC Q4 2016 Ad Spend Report

Mon, 20 Mar 2017

Interactive Advertising exceeds $850m in 2016

New Zealand Interactive Advertising revenue* generated $890.86m for the full year in 2016 and $244.56m in Q4 of the calendar year.

In 2016, the 11% increase year-on-year was fueled by significant spend increases in the Mobile (61%), Social Media (53%). Search and 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 namely 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 and Directory category extended it 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 this advance was driven by smartphones, with phone based advertising revenue increasing 16% year over 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.

IABNZ is pleased to announce the format of the NZ Interactive Revenue report will be updated in 2017 in order to keep the report up to date with changes in the industry.

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 any screen via an internet connection, 3G, 4G or WIFI.

Members can download the report here...