Digital Out-of-Home Advertising - New Zealand

In New Zealand, the ad spending in the Digital Out-of-Home Advertising market is anticipated to reach US$75.43m by 2024.
This sector is expected to demonstrate an annual growth rate (CAGR 2024-2030) of 5.02%, leading to a projected market volume of US$101.20m by 2030.
With a projected market volume of US$4.37bn in 2024, the majority of ad spending is forecasted to originate from China.
The average ad spending per capita in the Digital Out-of-Home Advertising market is estimated to be US$14.31 in 2024.
New Zealand's Digital Out-of-Home Advertising market is embracing innovative tech solutions to create interactive and engaging campaigns for a tech-savvy audience.

Definition:
Digital Out-of-Home (DOOH) Advertising refers to all advertising revenues from internet-connected out-of-home advertisements in public areas. The Digital Out-of-Home Advertising market includes all ad spending on large outdoor formats, street furniture, transit and transportation, and others.

Additional information:
Digital Out-of-Home (DOOH) Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Digital Out-of-Home Advertising include JCDecaux, Ströer, Focus Media Information, Hakuhodo, Dentsu, Clear Channel Outdoor, and APG SGA. For more information on the data displayed, use the info button right next to the boxes.

Digital billboards (city-light boards)
Digital street furniture (city-light posters)
Digital transit & transportation (digital advertising in and on vehicles used for public transportation)
Digital place-based media (digital ambient media at point of sale)

Traditional billboards (bulletins, large banners, inflatables)
Traditional street furniture (advertising columns)
Traditional transit & transportation (traditional indoor and outside advertising in and on vehicles used for public transportation)
Traditional place-based media (e.g., traditional ambient media at point of sale, posters in restrooms)
Event- and promotion-related media

The Digital Out-of-Home Advertising market in New Zealand is experiencing significant growth and development.

Customer preferences: Customers in New Zealand are increasingly drawn to digital out-of-home advertising due to its dynamic and engaging nature. Digital screens and billboards provide eye-catching visuals and interactive content that capture the attention of passersby. This form of advertising allows brands to deliver targeted and personalized messages to their target audience, resulting in higher levels of engagement and brand recall.

Trends in the market: One of the key trends in the digital out-of-home advertising market in New Zealand is the increasing adoption of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad space in real-time, based on data-driven insights. This enables advertisers to reach their target audience more effectively and efficiently, resulting in higher ROI for their campaigns. Another trend in the market is the integration of digital out-of-home advertising with mobile devices. With the widespread use of smartphones, advertisers are leveraging technologies such as Bluetooth and NFC to connect with consumers on their mobile devices. This integration allows for seamless interaction between the out-of-home advertising and mobile devices, enabling customers to engage with the brand beyond the physical advertisement.

Local special circumstances: New Zealand has a relatively small population compared to other countries, which presents both opportunities and challenges for the digital out-of-home advertising market. On one hand, the smaller population allows for more targeted and personalized advertising campaigns. Advertisers can focus their efforts on specific geographic areas or demographic segments, resulting in higher levels of engagement. On the other hand, the smaller population size also means that the market may be more limited in terms of scale and reach.

Underlying macroeconomic factors: The growth of the digital out-of-home advertising market in New Zealand can be attributed to several underlying macroeconomic factors. The country has a stable economy and a high standard of living, which provides a conducive environment for businesses to thrive. Additionally, New Zealand has a strong tourism industry, with millions of visitors coming to the country each year. This presents opportunities for advertisers to target both domestic and international audiences through digital out-of-home advertising. In conclusion, the Digital Out-of-Home Advertising market in New Zealand is experiencing growth and development due to customer preferences for dynamic and engaging advertising, trends such as programmatic advertising and integration with mobile devices, local special circumstances such as a smaller population size, and underlying macroeconomic factors such as a stable economy and a strong tourism industry.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers internet-connected out-of-home advertisements such as digital billboards, digital street furniture, digital transit and transportation, and digital place-based media.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

When consumers take a break from smartphones, connected TVs, and computer screens, outdoor advertising is often there, promoting products and services on billboards and transit displays. Still, out-of-home (OOH) channels have also gone increasingly digital – today, online and programmatic solutions drive the industry's expansion worldwide. Mid-2023 estimates indicated that static OOH could barely grow half as fast as the digital OOH (or DOOH) subsegment between 2023 and 2025.