NZ digital advertising revenue grows by 9.6% FY 2022

AUCKLAND, Monday: Total digital advertising revenue in New Zealand continues to climb, reaching $ 2.025 billion for the full year 2022, achieving 9.6% growth on the same period in the previous year, according to the IAB.

In the second half of the year, it reached $ 1.033 billion and growth of 3.1% on the previous year. Q4 2022 reached $ 535.0 million however growth on the same period in the previous year was down 0.9%.  

The latest 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. 

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

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

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

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

“The latest report provides a snapshot of FY 2022, H2 2022 and Q4 2022, along with trends, to provide a contextual overview of the NZ digital advertising market.”

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%, 21.2%, 4.9% and 3.8% 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%, 48.2% and 3.7% 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%, 42.1% and 11.1% 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%, followed by Leisure, Entertainment and Media at 95.3%.   

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%, followed by Computers at 135.0%.   

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%, followed by Leisure, Entertainment and Media at 86.2%.

About the report
The IAB’s quarterly Digital Advertising Revenue Report is compiled from a survey conducted independently by Baker Tilly Staples Rodway on behalf of IAB NZ 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.   

• To view the full report, you’ll need to become an IAB member – via ceo Gill Stewart: gill.stewart@iab.org.nz  or 021 278 9199.