Interactive ad spend Q2: digital and programmatic set records, search and directories continue to dominate

  • Advertising
  • September 9, 2016
  • StopPress Team
Interactive ad spend Q2: digital and programmatic set records, search and directories continue to dominate

The latest IAB/PwC Online Advertising Report shows interactive advertising spend in this year’s second quarter was up across all sectors, growing to $218.76 million, with programmatic and digital achieving the highest figures to date.

Across the various categories measured in the report, total interactive advertising spend was up to $218.76 from $184.73 million in the second quarter of 2015. It's year on year increase is 14 percent.

Programmatic advertising performed well over the quarter to set a record of $8 million ($15 million HY) as it tracks towards $30 million for the year. This will represent some 22 percent of the total display number. The IAB says in a release this is an “extraordinary result” considering the sector didn’t exist four years ago.

Digital display also reached an all-time high of $38.4 million over the quarter to achieve a spend share of 18 percent. It reached $70 million for the first half.

According to the report, the make-up of display advertising continues to shift with video and programmatic bookings achieving consistent growth.

Classifieds achieved a share just one percent below digital display, with $38.1 million of spend.

Mobile advertising achieved a year-on-year increase of 65 percent as it continues its metric rise, generating $10 million in the quarter.

Search and directories maintained the biggest spend, which increased to $118.8 million for the quarter ($230 million HY) and social media generated $13.6 million ($25 million HY), a significant 54 percent lift on 12 months ago.

General display advertising has held its own and the IAB estimates the sector to generate $90 million in 2016, which is on par with the annual results over the last five years.

Given the current trends, the IAB estimates the interactive industry will generate some $900 million in 2016 compared to $800 million last year, according to the release.

Interactive advertising includes advertising viewed on a desktop PC, laptop or mobile device and accessed via an internet connection, 3G, 4G or WIFI.



  • See our story on Q2 2015 here

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Vice and Sky call on Kiwis to leave a voicemail

  • Advertising
  • October 21, 2016
  • StopPress Team
Vice and Sky call on Kiwis to leave a voicemail

Global youth media company Vice is set to expand its sub-brand Viceland in the local market in partnership with Sky. And in an effort to engage with audiences, it's inviting Kiwis to call in and say anything that pops into their minds.

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