SMI data shows total New Zealand ad spend for New Zealand accounted for $991 million between January and December in 2016. Here's the full lowdown on the winners and losers.
Marketing, advertising & media intelligence
SMI's digital breakdown shows display on the wane, while social, video and programmatic rise sharply
The IAB has just released its latest quarterly update and it shows another sizeable rise in digital ad spend in New Zealand. Standard Media Index (SMI), which calculates ad spending trends based on the data from media agencies, also shows a steady rise. And its breakdown of the category shows the key growth areas in digital.
As we wrote recently, SMI data shows the country's top 15 media agencies are spending much more on digital than print, while TV maintained its place at the top with $412 million of the total $882 million. So how does that compare to other markets?
In many developed markets, digital ad spend has overtaken print. But, despite consistent drops over the past few years, the local publishing sector has held firm in second place behind television, according to ASA figures. The IAB has predicted the change will happen in New Zealand next year, but, according to year-on-year SMI data, which collects ad spend from the 15 top media agencies in the country, that's already happened.
January's Nielsen online ratings showed audience numbers generally going up for both nzherald.co.nz and stuff.co.nz, with Fairfax reclaiming the top spot in Auckland. So is that growth reflected in online ad spend? Not according to SMI data, which showed that both APN and Fairfax Media went in the wrong direction last year.
Media spend figures from Standard Media Index (SMI), which launched in the New Zealand market last year, show a five percent increase in total spend in 2013, with big increases for cinema, digital and radio. So how does that compare to Nielsen's AIS ad spend figures?
In a recent column in NZ Marketing (and again in StopPress) John Baker expressed some opinions on the recent launch of Standard Media Index (SMI) in New Zealand and on media agencies in general. Paul Head, the chief executive of CAANZ, responds to some of the specific comments on behalf of its member media agencies.
When it comes to calculating media spend, the elephant in the room might just be a mammoth. And it’s the traditional media agencies that have the most to lose, says John Baker.
Daniel Robertson replaces The Radio Network commercial director (via Yahoo New Zealand) Laura Maxwell-Hansen as chairperson, who left the position in May.