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IAB in the News

Unlocking the Growing Demand For Video

Thu, 26 Sep 2019

The H1 2019 IAB New Zealand Digital Advertising Revenue report revealed ad spend on Video increased by 11.6% on H1 2018. Video represented 24.9% of Total Display channel revenue in New Zealand.

We know New Zealand consumer video consumption is 23% above the global average. According to the Consumer Barometer with Google (March 2019) 61% of New Zealanders are watching video online and indeed on increasingly on mobile, daily - that's over 3 million Kiwis everyday!

To keep up with this consumer trend in online and mobile video growth, and unlock the opportunity for brands, Paul Webster (Managing Director, 90 Seconds New Zealand) recommends that New Zealand marketers focus more on producing video that drives measurable business results quickly, creatively and cost effectively. That is, shorten traditional video production cycles, and create branded video content for the relevant platform and format where it's being consumed.

Here are two strong industry success stories from NZ brands thinking about building strong video creative that deliver results.

KiwiRail - cost effectively scales video content for online advertising to drive sales, targeting key audiences.

Icebreaker - leveraging Stories video creative to drive sustainable brand messaging across Instagram & Facebook.