Online ad spending up 9% to new high of $363m last year
IAB predicts faster growth this year as traditional media stalls.
Total internet (or "interactive" advertising spend in New Zealand for 2012 was $363.27 million up 9% from 2011 ($328.11 million).
IAB (Interactive Advertising Bureau) figures released today also show fourth quarter spendiing up 12% over the year-ago period, according to figures collected by PwC.
In 2011, internet advertisiing's $328 million haul was enough to push it ahead of radio ($247 million) and magazines ($209 million).
But internet ad spending trailled newspapers ($582 million) and TV ($618 million).
The Advertising Standards Authority is due to release its comparative figures for 2012 in the week beginning March 18.
Faster growth next year
“For 2013 we are forecasting an increase of 11% for the total market, erring on the conservative side compared to global predictions by ZenithOptimedia that interactive advertising will grow by 14.6% in 2013, while traditional media only increases by 1.7%," IAB general manager Alisa Higgins says.
Online spending by category
Search and directory (including Google and Yellow) has always been dominant in IAB's figures, accounting for the largest share of NZ onine ad spending (and in Google's case seeing most of that revenue go offshore as it books most NZ ads through its Irish subsidiary to minimise tax).
Next largest is classified (including Trade Me and the likes of seek) followed by display (which takes in most traditional publishers).
The 2012 IAB report also includes a detailed breakdown of Q4 online expenditure. The biggest growth was seen by classifieds, up 22% followed by Dcisplay at 11% and search and directories up by 8%.
Year-on-year, mobile advertising saw huge growth - 155% in the fourth quarter and 176% for the full year as smartphones proliferated and mobile data plans got cheaper. However, the growth was from very low base to finish the year on $2.83 million.
Online video also grew in the fourth quarter, rising 28%, but again off a very low base.
NBR staff
Mon, 18 Feb 2013
Mon, 18 Feb 2013
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Online ad spending up 9% to new high of $363m last year
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