1 representing nz's fastest growing and exciting industry
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1www.iab.org.nz representing NZ's fastest growing and exciting industry
Introduction• Census of 35 major NZ media owners and agencies• In conjunction with PricewaterhouseCoopers (PwC), the IAB has produced
quarterly interactive advertising spend figures in NZ since 2007 • As used by the Advertising Standards Authority (ASA), these figures are the most
authoritative means of assessing the size of the interactive advertising market in NZ
• Data shown by:– General Display split out by Video and Ad Exchange
• Banner display by verticals i.e. Finance, Travel and Accommodation, Telecommunication
– Search & Directories: paid search is a mixture of actual (agency spend) and estimated data (direct) and includes revenue from online directories
– Classifieds: revenue from ads placed to buy or sell an item or service (does not include consumer Trade Me auctions)
– Mobile: from general display or search engine listings viewed on mobile devices such as a smartphone or tablet
– Social media: only reports agency spend from agency report contributors – this amount does NOT include direct and amounts from other media agencies in NZ and no estimation is included. This accounts for the small amount currently being reported
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Reported and Estimated RevenueReported Revenue• Actual revenue data is obtained directly from
companies deriving revenue from the sale of interactive advertising
• Survey includes revenue submitted by 35 companies
• Aggregate amounts reported are rounded to the nearest $10,000
• Based on information provided by contributors, approximately 78% of the data in this document is derived from participants whose underlying financial records have been, or will be, audited by an independent auditor
• Data submitted by participants is kept completely confidential and figures are only ever reported in an aggregated form
• Variance checks are performed on data submitted by participants for reasonableness in light of past submissions and general industry trends
• Expenditure is based on gross amounts charged to advertisers and inclusive of any applicable agency commissions
Estimated Revenue• The methodology used to estimate the Paid Search
market was developed in consultation with leading New Zealand-based Search Engine Marketing agencies, Hitwise New Zealand and data submitted to PwC by those companies
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• All growth percentages are “normalised” to exclude the effect of new contributors to percentage measures of industry growth and also to remove the effect of any previous contributors that have not provided figures for the current quarter
• For this reason, calculating percentages based on the dollar totals may not result in the same growth percentage figures
• This is due to totals including all reported revenues, while “normalised” percentages exclude contributions from new contributors made during the comparison period and/or previous contributions made by contributors not contributing in this quarter
• This approach is to ensure we provide both a true picture of industry growth and an accurate measure of total industry spend
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Adjustments and like-for-like reporting
Q1 2015 Contributors1. Ad2OneGroup2. Adhub Ltd3. Bauer Media Group4. Denstu Aegis Network5. Digital Marketing Initiative6. Fairfax Media7. Exponential 8. FIRST9. GrownUps Ltd10. GSL Promotus11. iStart12. Komli NZ13. Localist14. Mediacom15. Mediaworks Interactive16. Metservice17. Mi9 (MSN, Daily Mail, Skype, Outlook, Bing and Ticketek)18. Neo@Ogilvy New Zealand19. NZME
20. Realestate.co.nz21. Search Republic22. SEEK NZ23. SkyTV Network24. SureFire Search25. The Radio Network Ltd26. Trade Me Ltd27. TVNZ28. Uprise Digital29. VeNA30. View New Zealand Ltd31. Vivaki32. Y&R33. Yahoo Search and Marketing NZ34. Yahoo! New Zealand Ltd35. Yellow Pages
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Global Trends 2015
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• Global ad spend will grow 4.4% to reach US$544bn in 2015, and will
accelerate to 5.3% growth in 2016
• Online Video is the fastest growing ad category - forecast to grow at
an average of 29% a year to reach US$23.3bn in 2017.
• More online video is being sold by programmatic buying
• Paid search to grow at an average rate of 14% a year to 2017
• Since it began in the mid 1990s interactive advertising has principally
risen at the expense of print. Between 2003 and 2013 the internet’s
share of global advertising rose by 17 percentage points, while
newspapers’ share fell 13 points and magazines’ share fell by 5 points
Source: ZenithOptimedia; Adspend-forecasts-December-2014
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2015 Q1 Executive Summary
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Interactive Advertising grows by 53 percent in the March Quarter 2015
Interactive Advertising* continues to grow with the latest IAB/PwC Online Advertising Report noting that it generated $179.88 million in Q1, 2015, a 53 percent increase year on year.
The Search and Directory market was the star performer for the March quarter, growing 91 percent year on year to reach $108 million.
Mobile advertising continued its steady climb, generating $3.9 million in the quarter a year on year increase of 88%.
The Report shows this growth has been driven by smartphones, with phone based advertising revenue increasing 110 percent year over year, while tablet revenue grew 34 percent in the same period. Overall mobile advertising expenditure now makes up 2% percent of total online advertising expenditure and presents a marketers with a fantastic opportunity to extend their brands’ reach in a largely uncluttered environment.
A 34 percent lift in the General Display advertising category was fuelled by a healthy 39 percent lift in Video revenue. The big mover in this area, however, was Programmatic Advertising which surged by a massive 172% compared to Q1 2014.
* Interactive Advertising: Advertising viewed on a desktop PC, laptop or mobile device and accessed via an internet connection, 3G, 4G or WIFI.
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Contacts
Project SponsorChris Perree, PartnerMobile: +64-21-358-004Email: [email protected] Project ManagerWilson Kuah, ManagerMobile: +64-21-041-4935Email: [email protected]
Project AnalystsJames Budd, AssociateEmail: [email protected] Wykes, AssociateEmail: [email protected] Khan, AssociateEmail: [email protected] Chek, Associate Email: [email protected]
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IABNZ ExecutiveCEO: Adrian Pickstock [email protected] Member Services Manager: Chris Ogles [email protected]
• Graphic Designer: Billie Charlton [email protected]
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About PwC
• PwC (www.pwc.com) firms help organisations and individuals create the value they’re looking for. We’re a network of firms in 158 countries with close to 169,000 people who are committed to delivering quality in assurance, tax and advisory services.
• "PwC" is the brand under which member firms of PricewaterhouseCoopers International Limited (PwCIL) operate and provide services. Together, these firms form the PwC network. Each firm in the network is a separate legal entity and does not act as agent of PwCIL or any other member firm. PwCIL does not provide any services to clients. PwCIL is not responsible or liable for the acts or omissions of any of its member firms nor can it control the exercise of their professional judgment or bind them in any way.
• For more information about PwC New Zealand and how they may be able to help you please visit www.pwc.co.nz
www.iab.org.nz representing NZ's fastest growing and exciting industry
Disclaimer• This document has been prepared using information provided by contributing media companies to PwC. The firm
has relied on the information provided as being complete and accurate at the time it was given. PwC’s analysis of the data provided by contributors, walkthroughs conducted and preparation of this document do not constitute an audit performed in accordance with New Zealand Auditing Standards. Accordingly, PwC does not express an audit opinion or other form of assurance with respect to the information in this document.
• PwC does not accept any responsibility for any reliance placed on this document by any person and hereby disclaims any liability for any loss or damage caused by errors or omissions, whether such errors or omissions resulted from negligence, accident or some other causes. PwC makes no representations about the analysis or application of the data.
• PwC has received a fee for the preparation of this document and takes responsibility for the independence of the research and analysis contained in this document.
• Please notify PwC of any errors or omissions identified in this document.
Copyright Notice© Copyright Interactive Advertising Bureau New Zealand Inc, 2015. All rights reserved.• Any companies using tables or charts or other information from this document for any purpose must attribute the
source of the information used to this document. Full permission in writing must be sought before publishing parts or the full document.
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