Market Insights Advertising & Media Advertising Out-of-Home Advertising

Digital Out-of-Home Advertising - New Zealand

New Zealand

In New Zealand, the ad spending in the Digital Out-of-Home Advertising market is anticipated to reach €69.95m by 2024.
This sector is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 5.46%, leading to a projected market volume of €91.26m by 2029.
With a projected market volume of €4,048.00m 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 €13.27 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.

Key regions: India, France, United States, United Kingdom, China

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Analyst Opinion

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.

Methodology

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.