Digital ad spend to overtake newspapers by 2016 – IAB

  • Advertising
  • August 14, 2013
  • Siobhan Keogh
Digital ad spend to overtake newspapers by 2016 – IAB
photosteve101 via Flickr

Digital advertising revenue will overtake newspapers in 2016, the Interactive Advertising Bureau says.

IAB chair Daniel Robertson made the announcement this morning, while presenting a quarterly report on online advertising produced by IAB and PwC New Zealand.

Robertson says the organisation’s estimate may even be conservative, and digital could be king as early as Christmas 2015.

“It’s a hugely exciting time to actually be in the market for online at the moment,” says Robertson.

“Globally, in the US within the year digital will overtake TV for time spent. We’re seeing a similar pattern in New Zealand where online is the only major media to see an increase in time spent.”

Overall, online advertising spend in New Zealand reached just over $120 million in the second quarter of this year, up 31 percent year-on-year.

For the year to date, online ad spend is nearly $220 million.

Robertson says the numbers mean online advertising has just seen its biggest quarter ever in New Zealand. 

Growth has been driven by better measurement of exposure to advertising, greater localisation, and integration with mobile devices, he says.

Smartphone penetration has reached 53 percent in New Zealand, and Robertson says it’s expected to reach 70 percent early next year. 

“For years we’ve been asking, ‘When will be the year of the mobile?’ Well I can say we’re very much in it now,” he says.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

TVNZ-NZ Marketing Awards 2018 best FMCG: New Zealand King Salmon

TVNZ-NZ Marketing Awards 2018 best FMCG: New Zealand King Salmon

As a Marlborough product going up against international competition, New Zealand King Salmon marked its territory. We take a look at 2018's best FMCG.

Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit