Digital ad revenue grows 61% in Q2

IAB New Zealand has released its latest 2021 Digital Advertising Revenue Report. The report provides a snapshot of Q2 2021 and the first half of year between January – June 2021, along with trends, to provide a contextual overview of the New Zealand digital advertising market.

Total digital advertising revenue in New Zealand continues to climb, reaching $ 445.9 million for the second quarter in 2021, achieving 61.0 percent growth on the same period in the previous year. The first half of the year between January – June 2021 reached $ 846.4 million and growth of 43.9 percent over the previous year.

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

In Q2 2021, channel growth was led by Classified/Directories, with 72.1 percent growth on the same period in the previous year, followed by Search at 69 percent, Total Display at 49.6 percent and Social at 17.8 percent.   

For the first half of the year between January – June 2021, channel growth was led by Search, with 49.5 percent growth on the same period in the previous year, followed by Classified and Directories at 49.2 percent, Total Display at 35.5 percent and Social at 13.5 percent.     

In Q2 2021, within Total Display; Audio and Sponsorship topped Display channel growth on the same period last year, with growth of 88 percent and 73.3 percent respectively. This was followed by Video, General Display and Native, with growth of 53.6 percent, 47.5 percent and 38.3 percent respectively. 

For the first half of the year 2021 between January – June 2021, within Total Display; Audio and Sponsorship topped Display channel growth on the same period last year, with growth of 67.3 percent and 53 percent respectively. This was followed by Video, General Display and Native, with growth of 44.5 percent, 32.7 percent and 22.2 percent respectively.   

The largest shift in Total Display variance in Q2 2021 by advertising category, was Travel and Accommodation, recording a year-on-year increase of 225.4 percent, followed by Manufacturing and Construction at 169.8 percent.  

The largest shift in Total Display variance for the first half of the year between January – June  2021, by advertising category, was Manufacturing and Construction, recording a year-on-year increase of 139.6 percent, followed by Health, Beauty and Pharmaceuticals at 73.4 percent.

The IABNZ’s quarterly Digital Advertising Revenue Report is compiled from a survey conducted independently by Baker Tilly Staples Rodway on behalf of IABNZ each quarter. The results reported are considered the most accurate measurement of online advertising revenue since the data is compiled directly from information supplied by companies selling online advertising.

All-inclusive, the report includes data reflecting online advertising revenue from 15 New Zealand online publishers across their websites and commercial online services.  

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