Retail Platform Advertising - New Zealand

Ad spending in the Retail Platform Advertising market market in New Zealand is projected to reach US$257.40m in 2024.
Ad spending in this market is expected to demonstrate an annual growth rate (CAGR 2024-2030) of 14.06%, leading to a projected market volume of US$566.70m by 2030.
The average ad spending per user in the Retail Platform Advertising market market in New Zealand is anticipated to amount to US$97.09 in 2024.
In a global context, the highest ad spending will be generated the United States, with a figure of US$57.63bn in 2024.
In New Zealand, the retail platform advertising market is increasingly prioritizing personalized consumer experiences, reflecting a broader global trend towards tailored marketing strategies.

Definition:

Retail platform advertising (RPA) refers to digital ads displayed on websites and apps dedicated to retail platforms, such as Amazon, Walmart, eBay, Alibaba, and JD.com. This includes all types of advertising across various devices, e.g., PCs, smartphones, and tablets, and covers formats such as sponsored products, banners, and videos. RPA specifically excludes offline retail ads (e.g., in-store displays and billboards), off-site ads (e.g., ads appearing on non-retail websites or apps), ads on social media platforms (e.g., Facebook or Instagram), and ads on search engines (e.g., Google or Bing).

Additional Information:

It is important not to confuse RPA with retail media networks (RMNs). RMNs involve digital ads that are also displayed on retail e-commerce sites or apps, but these ads are purchased through a retailer’s media network or a demand-side platform (DSP). While RMNs include ads on sites such as Amazon and Walmart, they also cover ads bought through networks such as Amazon DSP, Walmart Connect, and Etsy’s Offsite Ads, and these ads may not necessarily appear directly on the retailer’s e-commerce site or app. Unlike RPA, RMNs represent a broader approach that encompasses a range of ad placements, both on and off the retailer’s own platforms.

Digital ads displayed on websites and apps dedicated to retail platforms
All types of advertising across various devices, e.g., PCs, smartphones, and tablets
All types of sponsored ad formats, such as sponsored products, banners, and videos

Offline retail ads (e.g., in-store displays and billboards)
Off-site ads (e.g., ads appearing on non-retail websites or apps)
Ads on social media platforms (e.g., Facebook or Instagram)
Ads on search engines (e.g., Google or Bing)

The Retail Platform Advertising Market in New Zealand is experiencing considerable growth, driven by factors such as rising e-commerce activity, increased investment in digital marketing, and the demand for targeted advertising solutions among businesses.

Customer preferences: Consumers in New Zealand are increasingly gravitating towards online retail platforms that offer personalized shopping experiences, reflecting a desire for tailored recommendations and targeted promotions. This trend is influenced by a younger, tech-savvy demographic that values convenience and seamless transactions. Additionally, cultural nuances emphasize sustainability, prompting retailers to promote eco-friendly products through digital ads. The rise of social media shopping also indicates a shift towards platforms that integrate social interaction, enhancing engagement and influencing buying decisions.

Trends in the market: In New Zealand, the Retail Platform Advertising Market is experiencing a surge in influencer-driven marketing, with brands collaborating with social media personalities to enhance product visibility and authenticity. Concurrently, there is a significant focus on data-driven advertising strategies, enabling retailers to leverage consumer insights for targeted campaigns. The increasing adoption of mobile payment solutions further facilitates seamless shopping experiences. Moreover, there is a growing emphasis on storytelling in advertising, as brands aim to connect emotionally with consumers, thereby fostering brand loyalty and encouraging sustainable purchasing habits. These trends reflect a dynamic shift towards more integrated and personalized retail experiences, posing both opportunities and challenges for industry stakeholders.

Local special circumstances: In New Zealand, the Retail Platform Advertising Market is shaped by its unique cultural landscape and regulatory environment. The country's strong emphasis on sustainability and ethical consumerism drives brands to prioritize eco-friendly practices in their advertising strategies. Additionally, New Zealand's geographical remoteness encourages retailers to adopt innovative digital solutions for reaching diverse populations across both urban and rural areas. The regulatory framework supporting data privacy and consumer protections further influences how brands engage with consumers, fostering trust and enhancing the effectiveness of targeted advertising campaigns.

Underlying macroeconomic factors: The Retail Platform Advertising Market in New Zealand is significantly influenced by macroeconomic factors such as consumer spending patterns, digital transformation, and regional economic stability. With a robust national economy and low unemployment rates, disposable income levels are rising, allowing consumers to engage more with retail platforms. Global economic trends, such as the shift towards e-commerce and digital advertising, further enhance local market dynamics, prompting retailers to invest in innovative advertising solutions. Additionally, favorable fiscal policies encouraging business investment in technology contribute to a thriving advertising landscape, enabling brands to leverage data analytics and targeted strategies to reach diverse consumer segments effectively.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on Retail platform ad spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for digital advertisements.

Modeling approach:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market. As a basis for evaluating markets, 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). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, and digital consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, 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 some cases, the data is updated on an ad-hoc basis (e.g., when new relevant data has been released or significant changes within the market have an impact on the projected development).

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