IABNZ’s Internet Advertising Report for Q3 2018 has been released, with total revenue reaching $266 million for the quarter representing 13 percent growth year-on-year.
The survey is conducted independently by Staples Rodway on behalf of IABNZ each quarter with data compiled directly from information supplied by companies selling advertising online. The report includes data reflecting online advertising revenues from 16 New Zealand online publishers across their websites and commercial online services.
Looking at the highlights of the quarter, search revenue showed the greatest year-on-year growth, at a rate of 20 percent to reach $164.2 million.
Meanwhile, display showed a three percent year-on-year decrease to achieve $39.4 million revenue, and social media revenue was at $10.2 million, equivalent to a 23 percent year-on-year decrease. The social media data is sourced from SMI captured by New Zealand media agencies.
Given the data is sourced from agencies, the decrease suggests there is a move away from agency bookings of social media to direct buying.
Breaking down display into individual channels, general display generated the greatest revenue, with $20 million, despite a year-on-year decrease of 19 percent.
Sponsorship and native saw the greatest year-on-year increases, with the former up 57 percent to reach $2.4 million in revenue and the latter up 41 percent to reach $6.3 million.
Audio showed the biggest year-on-year decline, with a 40 percent drop leaving it at $0.2 million.
Taking a look at the performance of each device, desktop continues to generate the greatest revenue, with $71.9 million achieved from a four percent year-on-year growth.
Smartphone followed, with its revenue reaching 16.5 million, equivalent to an 18 percent year-on-year increase.
Programmatic revenue, which IABNZ sources from Standard Media Index (SMI) and is agency spend only, realized $19.1 million in the quarter.
The Association of National Advertisers (ANA) in the US estimates that around 40 percent of revenue booked programmatically is finally attributed to media owners. Using this benchmark some $7.6 million of programmatic spend can be attributed to New Zealand publishers. With a 26 percent year-on-year increase, the data suggests that there is a move away from agency bookings of programmatic media to direct buying.