Q2 2015 Interactive Advertising Spend

This week IAB published the latest Interactive Advertising Spend report for Q2 2015. As the numbers show – this was the biggest quarter on record yet, but the report revealed a few more surprises.

Advertising Spend Summary

Nearly $185 million was spent on online advertising between April and June this year, making Q2 2015 the biggest one yet. The growth came primarily from mobile channels, showing an outstanding increase at 132% year-on-year.

Advertising_Spend_2015_NZDMIFor the first time in a while, we also saw one of the categories decreasing in value, as classifieds dropped by 1%. This is most likely directly related to the continued growth of search & directories, taking over this space.

Within the rapidly growing mobile category, smartphone still dominates the advertising investment, with only 6% increase in spending on tablet advertising specifically. We are however expecting for the latter category to slowly pick up on growth rates, as tablets are slowly replacing laptops and personal computers around the world.

Mobile_Advertising_Spend_Digital_Marketing_Initiative

Online vs. traditional media

IAB estimates that in 2015 digital will outspend both print and TV, making it the highest invested-in advertising channel in New Zealand.

Ad_Expenditure_Digital_Marketing_InitiativeThis trend will follow other markets, like Australia, where digital claimed the largest portion of advertising budgets last year. And while IAB figures are to be taken with a pinch of salt, there’s no denying that the digital peak is still ahead of us.

 

 

About the Author:

Agata is the Data & Analytics director at NZDMI, with real passion for anything numbers-related. She spends most of her time sieving through endless amounts of data to find answers to the bigger and the smaller questions.