Traditional Out-of-Home Advertising - New Zealand

In New Zealand, ad spending in the Traditional Out-of-Home Advertising market is forecasted to hit US$36.08m in 2024.
The sector is anticipated to experience an annual growth rate (CAGR 2024-2030) of -0.93%, leading to a projected market volume of US$34.10m by 2030.
The average ad spending per capita in the Traditional Out-of-Home Advertising market is expected to reach US$6.85 in 2024.
New Zealand's Traditional Out-of-Home Advertising market is embracing digital innovations to enhance engagement and reach a tech-savvy audience.

Definition:
Traditional Out-of-Home (OOH) Advertising refers to all advertising revenues generated by traditional (physical) out-of-home media in public areas. The Traditional Out-of-Home Advertising market includes all ad spending on large outdoor formats, street furniture, transit and transportation, and others.

Additional information:
Traditional Out-of-Home (OOH) 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 Traditional 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.

Traditional billboards (bulletins, large banners, inflatable billboards)
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)

Digital billboards (city-light boards)
Digital street furniture (city-light posters, 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)
Event- and promotion-related media

The Traditional Out-of-Home Advertising market in New Zealand has been experiencing steady growth in recent years. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors have all contributed to this development.

Customer preferences: In New Zealand, customers have shown a strong preference for outdoor advertising. This can be attributed to several factors. Firstly, the country's population is highly urbanized, with a significant proportion of people living in cities and towns. As a result, there is a high level of foot traffic and vehicular movement, making outdoor advertising an effective way to reach a large audience. Additionally, New Zealanders are known for their love of outdoor activities and spending time outdoors. This makes them more receptive to outdoor advertising messages and increases their engagement with such advertisements.

Trends in the market: One of the key trends in the Traditional Out-of-Home Advertising market in New Zealand is the increasing use of digital signage. Traditional static billboards are being replaced by dynamic digital displays, allowing advertisers to deliver more targeted and interactive content. This trend is driven by advancements in technology, which have made digital signage more affordable and accessible. Furthermore, digital signage offers advertisers the flexibility to change their messages quickly and easily, enabling them to respond to changing market conditions and consumer preferences. Another trend in the market is the integration of data and analytics into outdoor advertising campaigns. Advertisers are increasingly using data to identify the most effective locations for their outdoor advertisements, as well as to measure the impact and return on investment of their campaigns. This data-driven approach allows advertisers to optimize their outdoor advertising strategies and improve their targeting, resulting in more effective campaigns.

Local special circumstances: New Zealand's unique geography and landscape present special circumstances for the Traditional Out-of-Home Advertising market. The country is known for its stunning natural beauty, including its mountains, beaches, and forests. Advertisers often leverage these natural landmarks in their outdoor advertising campaigns, creating visually striking and memorable advertisements. Additionally, New Zealand has a strong tourism industry, attracting millions of visitors each year. Outdoor advertising plays a crucial role in promoting tourist destinations, activities, and services, further driving the demand for out-of-home advertising in the country.

Underlying macroeconomic factors: The strong economic growth in New Zealand has contributed to the development of the Traditional Out-of-Home Advertising market. The country has experienced a stable economy with low unemployment rates and increasing consumer spending. This favorable economic environment has encouraged businesses to invest in advertising and marketing activities, including outdoor advertising. Furthermore, New Zealand has a well-established advertising industry with a range of creative agencies and media companies, providing the necessary infrastructure and expertise to support the growth of the Traditional Out-of-Home Advertising market. In conclusion, the Traditional Out-of-Home Advertising market in New Zealand is developing due to customer preferences for outdoor advertising, trends in the market such as the use of digital signage and data-driven campaigns, local special circumstances including the country's geography and tourism industry, and underlying macroeconomic factors such as strong economic growth and a well-established advertising industry.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers offline out-of-home advertisements such as billboards, street furniture, transit and transport displays, and 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.