New Zealand Digital Advertising Grows by 4.3% Year-on-Year

Today the IAB New Zealand released its latest Digital Advertising Revenue Report, providing an overview of 2023 year-on-year performance, plus a snapshot of Q4 2023 data and insights.

Total digital advertising revenue in New Zealand grew by 4.3% year-on-year, reaching $2.112 billion. Q4 2023 delivered an even higher percentage increase of 7.3% versus the same period in the previous year, with digital advertising revenue of $574 million.

IAB New Zealand CEO Angelina Farry says, “It is positive to see the industry delivering solid year-on-year growth, and consistently strong quarterly growth figures.”

The data is drawn from the IAB New Zealand’s Digital Advertising Revenue Report released today by the IAB New Zealand and Baker Tilly Staples Rodway.

In 2023 channel growth was led by Social with 15% growth year-on-year, followed by Search up 7.7%. Within Total Display, Audio delivered 32.2% growth

year-on-year, followed by Video at 9.9%. By Advertising Category, Real Estate led with a 28.5% increase year-on-year, followed by Food & Beverages at 21.4%.

Q4 2023 was a second successive strong quarter for digital advertising, with an uplift of 7.3% on Q4 2022. Social was up 19.6% quarter-on-quarter, and Search delivered an uplift of 12.7%.

Quarterly Advertising Category trends followed annual results, delivering an even greater percentage increase: Real Estate saw an uplift of 71.3% and Food & Beverages increased by 57.2%.

IAB New Zealand Data & Management Council Chair Qassem Naim provides local context for the digital advertising industry.

IAB Tech Lab, the global digital advertising technical standards-setting body, has released a comprehensive analysis shedding light on the challenges associated with the industry’s adoption of Google’s Privacy Sandbox. The analysis, conducted by IAB Tech Lab’s Privacy Sandbox Taskforce, explores the implications of Google's plan to eliminate third-party cookie-based tracking from its Chrome browser while replacing it with the Privacy Sandbox.

New Zealand Digital Advertising Grows by 7.3% in Q3 2023

As announced at last month’s IAB New Zealand’s event, Programmatic DOOH: Past, Present & Future, the Market Barometer survey has been released today. They survey insights into the fast-growing world of programmatic Digital Out-of-Home (pDOOH) advertising and offers valuable feedback on what can be done to improve adoption and understanding of pDOOH.

Digital continued to remain relatively stable in H1 2023, with growth of 1.2% on the same period last year.

New Zealand Digital Advertising Revenue Grows by 2.5% Q1 2023.

OPINION: The Role of Cookies in Programmatic

In this Opinion piece, Vinay Shriyan Programmatic Manager of Mi9, explores:

• What exactly is a cookie?

• Why do we need cookies?

• The ingredients of a 'good' cookie

• 1st party vs. 3rd party cookies, and what about 2nd party cookies?

• 3rd party cookies and the marketeer (with use case examples)

Placemakers, dentsu & Hivestack: teaming up to paint a strong programmatic digital out of home (DOOH) campaign with Dynamic Creative Optimisation (DCO).

Iconic Kiwi paint brand, Levene, delivers dynamic billboard ads thanks to real-time weather forecasts, in towns and cities around New Zealand.

The future of measurement continues to offer a huge platform of innovation for brands and agencies. The post-cookie measurement landscape seems uncertain. Long-standing traditional media channels such as TV and OOH have made steady progress in recent years in adapting to the growth of Connected TV and pDOOH despite all the known measurement challenges.

Read more…

We’ve all heard that the cookie empire is crumbling. The days of tracking anonymous users across the internet is coming to an end, eaten up by changing consumer expectations, privacy laws and Apple making their move into the advertising space. Even with Chrome pushing their deadline back another year, the tide has undeniably changed with most brands preparing for a cookie-less future.

Central to every alternative solution is 1st party data, and rightly so, after all it’s much more valuable to communicate with real people vs. anonymous devices. Consumer data, willingly shared for the purpose of marketing or personalisation is also more easily leveraged across platforms and more likely to survive future changes to privacy. The question is, is 1st party data enough to guide a media buying strategy once cookies are gone?

It’s time to demystify the OG belief that brand loyalty is the marketing holy grail, where the perfect combination between revenue, cost efficiency and brand reputation is the answer to retail growth.

New Zealand Digital Advertising Revenue Grows by 9.6% FY 2022

The IAB New Zealand released its latest 2022 Digital Advertising Revenue Report today. The report provides a snapshot of FY 2022, H2 2022 and Q4 2022, along with trends, to provide a contextual overview of the New Zealand digital advertising market.

Last year the IAB New Zealand Digital Effectiveness Council published a whitepaper, ‘A Screens-First Approach’, highlighting the importance of video neutral planning. The key theme of this whitepaper was to focus on audience media consumption and diversify AV planning to ensure sufficient coverage.

The whitepaper briefly touched on a concept, not all screens are equal. The Value of Attention Buyer’s Guide 2023 provides greater insight into this statement, focussing on the attention economy and why planning to attention will drive effectiveness.

The Value of Attention Buyer’s Guide 2023 has been designed to provide the tools to properly evaluate attention metrics and apply them across media planning and activation, with a focus on video inventory.

2023 pDOOH A Buyer’s Guide

Don Saw - Blis Country Manager, New Zealand