Despite Huge Jump, Mobile Grabs Sliver of Digital Ad Spend in New Zealand
Mobile investment leaps 88%, but share of digital spend is just 2%
Search is the fastest-growing category of digital ad spending in New Zealand, according to data from the Interactive Advertising Bureau New Zealand (IAB NZ) and PricewaterhouseCoopers (PwC). Based on Q1 2015 figures, spending on search and directories was up 91% over the same period in 2014.
Growth for mobile ads was nearly as high, at 88%. Overall, paid digital ad spending went up by 53% between Q1 2014 and Q1 2015.
IAB NZ and PwC reported that currently, mobile stood at just 2% of all digital ad spending in New Zealand—even after its meteoric rise over the past year. During Q1 2015, advertisers spent NZD3.9 million ($3.2 million) on mobile ads.
According to InMobi, most mobile ad impressions served in New Zealand on its network last year were served to smartphones (73.2%), with most of the remainder served to tablets. More than seven in 10 impressions served by InMobi during 2014 were in-app, and just over half went to devices running iOS.