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2020 TOTAL DIGITAL ADVERTISING REVENUE IN NEW ZEALAND GROWS SHARE BY ALMOST 21% YEAR-ON-YEAR

Wed, 31 Mar 2021

Today the Advertising Standards Authority (ASA) released its 2020 New Zealand
Advertising Industry Revenue report.

IAB New Zealand total digital advertising revenue grew by almost 7% in 2020 over
the previous year. (Source: IAB New Zealand Q4 2020 & FY 2020 Digital Advertising
Revenue Report), however share of New Zealand Advertising Industry Turnover is
now 54.8% compared to 45.4% in 2019, up 9.4 percentage points. This represents
year-on-year growth in share for digital revenue of 20.7%.

Despite a difficult year overall, total digital advertising revenue in New Zealand
continued to climb, reaching over $412 million for the fourth quarter in 2020,
achieving 18.9% growth on the same period in the previous year. The full year 2020
reached over $1.341 billion and growth of 6.6% over the previous year. (Source: IAB
New Zealand Q4 2020 & FY 2020 Digital Advertising Revenue Report).

The IAB New Zealand COVID-19 Impact on Strategy and Investment Survey (April
2020) revealed that 63% of respondents described their business in its current state
as Pivoting (changing the business or media strategy based on the market and
consumer insight). Of those respondents that described their business as pivoting,
they indicated their strategy would change by increasing reliance on data-led
strategies (42%) and leaning further into e-commerce (35%).

Given the surge in digital advertising share of New Zealand Advertising Industry
Turnover in 2020, it is clear that those businesses that pivoted and changed their
business or media strategy based on the market and consumer insight, increased
their use of digital advertising to support their business goals, including emerging
data-led and e-commerce initiatives.

For further information contact Gill Stewart, CEO, IABNZ
[email protected] (021) 278 9199