NZ’s digital advertising revenue continues to climb

The IAB New Zealand’s latest 2022 Digital Advertising Revenue Report revealed that the nation’s total digital advertising revenue is continuing to grow.

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. 

Total digital advertising revenue in New Zealand was $ 2.025 billion for the full year 2022, achieving 9.6 percent growth on the same period in the previous year. In the second half of the year, it reached $ 1.033 billion and growth of 3.1 percent on the previous year. Q4 2022 reached $ 535.0 million however growth on the same period in the previous year was down 0.9 percent. 

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.

For the full year in 2022, channel growth was led by Classifieds and Directories, with 21.0 percent growth on the same period in the previous year, followed by Social at 12.1 percent, Search at 7.1 percent and Total Display at 5.3 percent.     

In H2 2022, channel growth was led again by Classifieds and Directories, with 19.4 percent growth on the same period in the previous year, followed by Social at 5.5 percent, Total Display at 1.1 percent and Search at -0.7 percent. 

In Q4 2022, channel growth was led by Social at 7.3 percent growth on the same period last year, Classifieds and Directories at 7.1 percent, Search at 3.6 percent and Total Display at -2.8 percent.  

For the full year in 2022, within Total Display; Audio, Sponsorship, Video and General Display topped Display channel growth on the same period last year, with growth of 46.3 percent, 21.2 percent, 4.9 percent and 3.8 percent respectively.  

In H2 2022, within Total Display; Sponsorship, Audio and Video topped Display channel growth on the same period last year, with growth of 55.5 percent, 48.2 percent and 3.7 percent respectively.  

In Q4 2022, within Total Display; Sponsorship, Audio and Video topped Display channel growth on the same period last year, with growth of 46.1 percent, 42.1 percent and 11.1 percent respectively.  

For the full year in 2022, the largest shift in Total Display variance by advertising category, was Computers, recording a year-on-year increase of 102.9 percent, followed by Leisure, Entertainment and Media at 95.3 percent.   

The largest shift in Total Display variance in H2 2022 by advertising category, was Travel and Accommodation, recording a year-on-year increase of 146.6 percent, followed by Computers at 135.0 percent.   

The largest shift in Total Display variance in Q4 2022 by advertising category, was Travel and Accommodation, recording a year-on-year increase of 108.3 percent, followed by Leisure, Entertainment and Media at 86.2 percent.   

The IAB New Zealand’s quarterly Digital Advertising Revenue Report is compiled from a survey conducted independently by Baker Tilly Staples Rodway on behalf of IAB New Zealand 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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