Interactive ad revenue breaks $800m barrier

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New Zealand interactive advertising revenue generated $800.65m for the full year in 2015 and $220m in Q4 of the calendar year, according to the latest report out of the IAB.

In 2015, the 31% increase year-on-year was fuelled by significant spend increases in the Mobile (122%), Social Media (66%) and Search & Directories (44%) categories.

The Display category grew by 16% year-on-year, reaching $145m. Growth in Video advertising reached $29m while Programmatic continued its inexorable march reaching $22.8m over the period, an increase of 123%.

The Search & Directory category extended its market leading run reaching $123m for the quarter and 56% of all interactive spend. Full year revenue reached $447m.

Social Media revenue (vendor-based agency bookings reported by the Standard Media Index) showed a 66% year-on-year improvement, reaching $39m for the reported period.

Mobile advertising generated $27m for the year, an increase of 122%.

The report reflects this advance has been driven by smartphones, with phone-based advertising revenue increasing 154% year over year, while tablet revenue grew 41% in the same period. Overall mobile advertising expenditure now makes up 3.4% of total online advertising expenditure and continues to present an open goal for marketers.

The IAB/PwC Report was established in 2007 and is the pre-eminent source of New Zealand interactive and mobile advertising spend provided by 35+ advertising agencies and publishers.

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