$135m spent on online, mobile ads in NZ

Updated

Advertisers spent more than $135 million on internet advertising in New Zealand last year, according to the country's Interactive Advertising Bureau.
Blog: Why is NZ online ad spending so low?

This represents about 6 per cent of total advertising spend in the country.

IAB chief executive Mark Evans said the country was still playing catch-up with the US and UK. More than 10 per cent of advertising spend in these countries was on internet ads.

He said one of the big drivers for growth was that New Zealand marketers were realising their advertising spend was out of kilter with the media consumption habits of their target audiences.

“Kiwis spend almost 20 per cent of their media consumption time online”, he said, “and yet only around 7 per cent of advertising spend is online”.

Figures from the Advertising Standards Authority show newspapers had $826 million, TV has $654 million, radio had $274 million and magazines had $257 million in advertising last year.

It is the first full year report from the IAB. Interactive ad spend in the fourth quarter was down slightly on the third, from $39.7 million to $37.9 million.

- © Fairfax NZ News