IAB NZ: Online Advertising Landscape Overview – September 2012

Posted by IAB Australia On October 15, 2012 Advertising Expenditure, Research & Resources

IAB Members can access the full presentation in the “Downloads” section below


  • Content integration on multiple devices
  • Media multitasking is on the rise in New Zealand, with nearly a third of us consuming multiple forms of media simultaneously
  • 5.4 million mobile phones in NZ – this has increased by 20% since Oct 2011
  • Smartphone penetration is 40% & expecting to reach the 50% mark by early 2013
  • NZ smartphone users are multi-tasking their media with 80% using their phone while doing other things such as watching TV (54%)
  • A whopping 96.5% of everyone 15+ who was online in April 2012 visited a social media site at least once
  • In 2011, online advertising’s share of total ad spend was 15% which is slowly catching up to online’s share of time spent at 25% (up from 16% in 2006)
  • More than 3 in 4 online users in NZ watch online video


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IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.