Digital advertising likely to overtake newspapers in 2015
Digital ad spend in 2014 Q3 rises to $149 million.
Digital continues to be the fastest rising advertising medium and it is likely to take over newspapers in early 2015 according to the Interactive Advertising Bureau's latest report.
Spending for the third quarter in 2014 rose to $149 million; an increase from $142 million in the second quarter.
"It's likely we'll see digital ad spend surpass newspapers early next year and put immense pressure on television in the process," says IAB NZ chief executive Adrian Pickstock.
Last year the IAB predicted that digital spend would overtake newspapers in 2016.
Mobile has seen the most significant growth, up 255% year on year but only consists of 2.2% of the share.
Meanwhile, search and directories maintains its dominance with 54% of the share and saw a 66% year on year growth.
Mr Pickstock says the digital market in New Zealand is on track to reach $500 million in 2014 – capturing 22% – 25% of advertising spend.
Advertising Standards Authority industry turnover figures for 2013 show that interactive ad spend was $471 million (20%). Television and newspaper ad spend continued to remain on the top with $634 million (28%) and $494 million (21%) respectively.
The ASA report for 2014 is due in March.
Campbell Gibson
Fri, 12 Dec 2014
Fri, 12 Dec 2014
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Digital advertising likely to overtake newspapers in 2015
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