Outdoor media in New Zealand
In New Zealand, Outdoor advertising currently accounts for 6.2% of the total media spend. In 2015 the total media revenue balanced to $126,621,051 which is 7.2% higher than the total for 2014. According to Neilsen data the most notable increases in OOH spend in 2016 have come from advertisers within the telco industry, council and government agencies, grocery, beverages and entertainment. In each case the increases have been in both revenue and share of spend.
Already this year, the Outdoor Media Association has reported continual growth for the OOH industry in both Q1 and Q2 2016. Gross OOH media revenue increased by 6.9% over the same period in 2015, reaching $110million (ratecard spend) for the half year.
Growth drivers for Outdoor media
5 key factors driving growth in the New Zealand Outdoor sector include:
Media fragmentation: Increased media fragmentation across almost all elements of the media mix, which leaves outdoor as the last true broadcast medium.
Consumer habits: Consumers are spending less time at home and are increasingly time poor and spending more time out and about.
Connectivity: New Zealand internet and smartphone penetration is high, with consumers increasingly responding to advertising messages while out providing a broad range of opportunities for advertisers to engage.
Investment in assets: Industry-wide investment and improvements in assets in particular, Digital Billboards.
Increases ROI when added to TV: ROI has been proven to increase when Outdoor is added to a wider media schedule, particularly TV and Online.