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.
For 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 continues growth of search & directories, taking over this space.
Within the rapidly growing mobile category, smartphone still dominate the advertising investment, with only 6% increase in spend 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.
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.
This 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.