Market Insights Advertising & Media Advertising

Search Advertising - New Zealand

New Zealand

Ad spending in the Search Advertising market in New Zealand is forecasted to reach €0.97bn in 2024.
The expected annual growth rate (CAGR 2024-2029) of ad spending is 4.86%, leading to a projected market volume of €1.23bn by 2029.
When compared globally, the United States will account for the highest ad spending (€127.10bn in 2024).
Within the Search Advertising market, 39% of total ad spending will come from mobile in 2029.
The average ad spending per internet user in the Search Advertising market in New Zealand is projected to be €188.50 in 2024.
New Zealand's Search Advertising market sees a surge in demand for geo-targeted ads to reach the country's diverse population effectively.

Key regions: Australia, Japan, United States, Europe, Asia

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Analyst Opinion

The Search Advertising market in New Zealand is experiencing significant growth and development.

Customer preferences: In New Zealand, customers are increasingly relying on search engines to find information and make purchasing decisions. They value convenience and efficiency, and search advertising provides them with relevant and targeted advertisements based on their search queries. Customers appreciate the ability to compare products and prices easily, and search advertising allows them to do so. Additionally, customers in New Zealand are becoming more tech-savvy and are comfortable using search engines to find what they need.

Trends in the market: One of the key trends in the Search Advertising market in New Zealand is the increasing adoption of mobile devices. With the widespread use of smartphones and tablets, more and more people are accessing the internet on the go. This has led to a shift in advertising budgets towards mobile search advertising, as advertisers recognize the importance of reaching customers on their mobile devices. Mobile search advertising allows advertisers to target customers based on their location, increasing the relevance and effectiveness of their advertisements. Another trend in the market is the growing importance of local search advertising. Customers in New Zealand are often looking for products and services in their local area, and local search advertising allows businesses to target these customers effectively. This trend is driven by the increasing emphasis on supporting local businesses and the desire for personalized and relevant advertisements.

Local special circumstances: New Zealand has a unique market with a relatively small population compared to other countries. This presents both opportunities and challenges for advertisers in the Search Advertising market. On one hand, the smaller market size allows for more targeted and personalized advertisements. Advertisers can focus their efforts on specific customer segments and tailor their messaging accordingly. On the other hand, the smaller market size means that there is limited advertising inventory available. Advertisers need to be strategic in their approach to ensure they reach their target audience effectively.

Underlying macroeconomic factors: The strong economic growth in New Zealand is driving the development of the Search Advertising market. As the economy continues to grow, businesses are investing more in advertising to capture the attention of consumers. This increased investment in advertising is fueling the growth of the Search Advertising market. Additionally, the high internet penetration rate in New Zealand is another factor contributing to the development of the Search Advertising market. With a large portion of the population having access to the internet, there is a significant audience for advertisers to target. This provides an opportunity for businesses to reach a wide range of customers through search advertising. In conclusion, the Search Advertising market in New Zealand is experiencing growth and development due to customer preferences for convenience and efficiency, the increasing adoption of mobile devices, the importance of local search advertising, the unique market circumstances, and the underlying macroeconomic factors of strong economic growth and high internet penetration.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on search advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers search advertising that is displayed on search result pages or next to organic search results.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global search advertising by aggregating advertising revenues from key players (Alphabet (Google), Microsoft (Bing), Baidu, Amazon, Alibaba, etc.). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, and digital consumer spending by country.

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.