NZ digital advertising revenue grew 12% in Q3

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AUCKLAND, Yesterday: Total digital advertising revenue in NZ continues to climb, reaching $313.4 million in Q3 2019, achieving 12% growth on the same quarter in 2018, following eight consecutive quarters of double-digit growth.

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

“We have reviewed our methodology to better measure social media revenue; and this has been reflected in this report,” says IAB ceo Gill Stewart. “Using both Facebook ARPU (average revenue per user) and Nielsen Online Rating Monthly Unique Audience for Facebook (does not include exclusive app usage), we have estimated Facebook revenue in NZ. 

“Using the revised methodology, retrospectively applied, reported social media revenue in the report has increased on average approximately 150% over the past six quarters, from that previously reported, as at Q1 2018.

“Nielsen NZ Connected Consumer Report (2017) indicated that about one fifth of Facebook users exclusively visit Facebook via mobile app each month (that is, not using a browser). Therefore, whilst the revised methodology indicates a substantial increase in reported Social media revenue, it is important to note that this is likely to be under-reporting by a further 20%.”

“Social media revenue has increased on average approximately 150% over the past six quarters.”

Using the new methodology retrospectively applied, Social revenue topped channel growth, up 24.5% on Q3 2018, with revenue of almost $30 million in Q3 2019. Search followed, growing by 17.1% on the same quarter last year.

Classifeds and Directories reported a decline in growth, down -3.7% on the same period last year, however Total Display increased by 4.5% on Q3 2018. General Display increased by 19.5% on the same quarter last year, however Audio topped this channel, with growth of 53.6% on Q3 2018.

The largest shift in Total Display variance by advertising category, again was Travel and Accommodation, recording a year-on-year increase of 220% in Q3 2019.

Total Mobile (Smartphone and Tablet) grew by almost 24% Q3 2019.

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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