How Online Advertising Spend Continues to Grow in New Zealand

New Zealand Online Advertising Spend Hits New Highs

New Zealand’s online advertising market has experienced robust growth in recent years, reflecting changing consumer behaviours and the increasing effectiveness of digital marketing channels. Businesses across all industries continue to shift advertising budgets from traditional channels to digital platforms that deliver measurable, targeted results.

2023/2024 Industry Data: Key Figures

Total Online Ad Spend

In 2023, the New Zealand digital advertising market reached NZ$2.52 billion, up 7.9% from the previous year.

Source: IAB New Zealand Digital Advertising Revenue Report – Full Year 2023

Sector Growth

• Search and Directories: NZ$1.09 billion (up 5.6% YoY)
• Social Media: NZ$699 million (up 8.9% YoY)
• Display (including video): NZ$651 million (up 10% YoY)
• Classifieds (including real estate, jobs, and automotive): NZ$285 million (up 16% YoY)
• Programmatic advertising and video formats are particularly strong within Display. Source: IABNZ, 2023

Share of Total Advertising

Digital now accounts for more than 70% of all advertising spend in New Zealand, a trend mirrored in Australia and globally.

Source: Statista – NZ Digital Ad Spend

What’s Driving NZ’s Digital Ad Growth

• Shift in Consumer Behaviour: More Kiwis are shopping and researching online than ever, making digital presence essential.
• Performance & ROI: Unlike traditional channels, digital delivers real-time reporting, refined targeting, and measurable results.
• Social & Mobile Dominance: Social media spending continues to increase as platforms innovate with video, e-commerce, and audience data targeting.

How Should NZ Businesses Respond?

• Invest in Digital First: Even small businesses are moving the majority of their marketing budget online, meeting customers where they are most active.
• Embrace Measurement: Leverage analytics, multi-channel attribution, and marketing automation to maximise return on investment.
• Stay Flexible: Test new ad formats, optimise campaigns regularly, and keep pace with evolving consumer trends.