IAB Press Release
2017 Online Revenue surges to a record $923m
Thu, 29 Mar 2018
IABNZ’s Internet Advertising Revenue Report, a survey conducted independently by Staples Rodway is released each quarter. The results reported are considered the most accurate measurement of online advertising revenues since the data is compiled directly from information supplied by companies selling advertising online. All-inclusive, the report includes data reflecting online advertising revenues from Web sites, commercial online services, as well as other companies selling online advertising.
Format and Process
IABNZ Revenue report is formatted as follow:
Devices and Channels
The report filters revenue by device-type, that is, by mobile, desktop and tablet. An ‘Other’ category has also been included to capture revenue associated with smart TV apps, gaming consoles, wearables etc.
Each device-category is broken down into channels including general display; video, audio; sponsorship and native.
Programmatic Advertising revenue figures are now sourced from Standard Media Index (SMI). The reported revenue reflects the value of actual placements as reported by Agency Trading Desk bookings and bookings onto independent DSPs. The number reported is net of Google Ad Exchange.
Social Media and Search collection methodologies remain unchanged to last year. These figures are not included in the device and channel analysis.
Year on Year Comparisons: 7% YoY total increase
It’s important to note given the change in collection and formatting methodologies, the new report is unable to reflect year-on-year variances at a granular level.
Nevertheless, for an indicative year-on-year comparison, IABNZ asked contributors to submit their 2016 totals using the new format. Total online advertising for 2016 using the new format was $860m therefore the like-with-like 2016/17 comparison reflects a 7% increase.
Full Year 2017 Revenue
Interactive Advertising* reported in 2017 reached $923m for the full year. ($257m Q4). This represents a 7% year-on-year increase**.
29% ($267mm) 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.
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 now 40% of Display Revenue
Programmatic Revenue (net of Google Ad Ex) realised $60m in 2017 (40% of Display Revenue). The Association of National Advertisers (ANA) 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.
The Search category topped $541m in the year and now forms 59% of total revenue.
As reported by SMI, social media revenue captured by NZ media agencies reached $51 in 2017 (6% of total revenue)
Members can download the full report here...
* Interactive Advertising: Advertising viewed on a desktop PC, laptop or mobile device and accessed via an internet connection, 3G, 4G or WIFI.
** Calculation based on the 2016 total using the new measurement methodology.