IAB Press Release
Q3 2017 Interactive Revenue tops $230m
Tue, 12 Dec 2017
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
It’s important to note given the change in collection and formatting methodologies, the new report is unable to reflect year-on-year variances.
Q3 2017 Revenue
Interactive Advertising* reported in Q3 2017 reached $234.9m.
Desktop leads the way…
29% ($69m) of Display, Classified and Directories revenue is served on desktop devices while the total of mobile devices (smartphone, tablet and other) generated $16.2m, 7% of revenue across these three channels.
Smartphone revenue reached $14m 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 $40.5m with general Display advertising reaching $24.6m.
Video generated just short of $10m over the period.
4% ($1.5m) made up the Sponsorship category while Native contributed $4.5m to the Display number.
Programmatic now 41% of Display Revenue
Programmatic Revenue (net of Google Ad Ex) realized $16.7m in Q3 (41% 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 $6.7m of programmatic spend is attributed to NZ publishers.
The Search category topped $136.4m in the quarter and now forms 58% of total revenue.
As reported by SMI, social media revenue captured by NZ media agencies reached $13.3m in Q3 (6% of total revenue)
Revenue generated by the industry year to date is now $667m and a strong Q4 showing should push revenue to a record year.
* Interactive Advertising: Advertising viewed on a desktop PC, laptop or mobile device and accessed via an internet connection, 3G, 4G or WIFI.
Members can download the report here...