ASA annual ad revenue: digital continues dominance, big growth for outdoor

The Advertising Standards Authority has released its 2017 report on New Zealand’s advertising revenue, with digital leading the way and outdoor showing a massive leap in return. The report outlines where and how much advertising revenue is being generated.

According to the figures, advertising revenue across all main media was $2.561 billion for 2017, slightly down on 2016’s total of $2.572 billion.

As per last year, digital leads the way with $785 million and 30.65 percent of the total. This was up $2 million on 2016 results.

There was a huge leap for outdoor from $118 in 2016 to $140 million last year. As with the SMI 2017 agency spend figures released in February, both showed growth.

At the time, SMI managing director for Australia and New Zealand Jane Ractliffe explained that the momentum comes off the back of innovation in the industry. She says as long as outdoor companies continue to digitise their inventory, the category will continue to grow.

Meanwhile, the television sector generated $566 million through television and $25 million through its online properties.

Think TV’s chairman Glen Kyne credits the performance in fiercely competitive conditions to TV’s proven effectiveness.

“As we recently stated at the launch of ThinkTV New Zealand, television is having babies and we continue to see strong growth, not just on the traditional screens in the home, but across the myriad of platforms and devices…television remains the most effective platform for delivering ROI for advertisers as demonstrated by our research on the ThinkTV New Zealand website and we look forward to another strong year in 2018.”

Magazines revenue was $184 million or 7.18 percent or total revenue, a drop from $199 million, while the digital properties were $25 million. The digital revenue was up $3 million on 2016.

In the recent NZ Marketing magazine, magazine editors spoke about the increased consumption of digital. Sido Kitchin, editor of Woman’s Day, said this was the largest impact on the magazine industry.

“To stay relevant, we have a vibrant website, digital editions and social channels – we have increased our audience touchpoints dramatically thanks to our digital platforms. But the challenge is always monetising that.”

Newspapers sat at $353 million, with the digital aspect at $82 million. This was quite a big drop from 2016 at $417 million, however, it would be good to see for publishers the increase in the digital, up from $61 million.

For other media revenue remained stable year-on-year, with cinema increasing from $10 million to $11 million, a slight dip for addressed mail with $59 million to $54 and a jump for unaddressed mail from $48 million to $53 million.

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