NZ digital advertising revenue grows

AUCKLAND, Today: The Interactive Advertising Bureau NZ released its latest 2021 Digital Advertising Revenue Report last night, providing a contextual overview of the NZ digital advertising market.

Total digital advertising revenue in New Zealand continues to climb, reaching $ 1.003 billion in the second half of 2021, achieving 33.1% growth on the same period in the previous year. The full year 2021 reached $ 1.848 billion and growth of 37.8% over the previous year.

In H2 2021, channel growth was led by Search, with 37.3% growth on the same period in the previous year, followed by Social at 33.3%, Classified/Directories at 27.7% and Total Display at 18.6%.   

For the full year in 2021, channel growth was led by Search, with 42.6% growth on the same period in the previous year, followed by Classified/Directories at 37.2%, Total Display at 25.8% and Social at 23.1%.   

In H2 2021, within Total Display; Audio, Video and General Display topped Display channel growth on the same period last year, with growth of 46.4%, 28.7% and 22.2%.

“The largest shift in Total Display variance was Food & Beverages, recording a year-on-year increase of 322.1%.”

For the full year in 2021, within Total Display; Audio, Video and General Display topped Display channel growth on the same period last year, with growth of 54.3%, 35.2% and 26.8% respectively.

The largest shift in Total Display variance in H2 2021 by advertising category, was Food and Beverages, recording a year-on-year increase of 322.1%, followed by Health, Beauty and Pharmaceuticals at 214.9%.

For the full year in 2021, the largest shift in Total Display variance by advertising category, was Health, Beauty and Pharmaceuticals, recording a year-on-year increase of 130.0%, followed by Food and Beverages at 126.5%.

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.   

• www.iab.org.nz