Digital advertising spend in Australia-New Zealand continued to enjoy double digit growth in 2015, rising 20.3% according to a new report by the Standard Media Index. This growth rate is stronger than the previous year.
The largest gains were seen in the smallest market, cinema screen advertising, which lept 37% boosted by the release of major blockbusters Star Wars: The Force Awakens and the James Bond movie Spectre.
Outdoor advertising, also referred to as out-of-home or OOH advertising, experienced it’s fourth consecutive year of impressive growth rates, driven by the rise in outdoor digital ads.
TV and radio spend remained relatively stable in 2015, serving as a reminder that players in these industries will need to work even harder to maintain their share of advertising budgets.
Interestingly the demand for TV ads during major sporting events keeps growing. Major sporting events are where big brands spend big – stepping their advertising campaigns up a gear. Rugby World Cup in the UK September 2015 provides an example of how lucrative sports coverage can be, increasing ad revenue by as much as 8% across all channels last year.
TV ad sales for the Super Bowl coverage continue to grow every year. NBC confirmed that the average ad spend for 30 seconds of airtime for Super Bowl 50 on Februrary 8 (AEST) this year will be $5 million, up from $4.5 million last year.
In light of the above, we expect 2016 to be a great year in TV adspend with popular events such as the Olympics, Paralympics and Euro Championships presenting lucrative opportunities for those in media industries. While digital ad platforms continue to grow, it’s clear that TV remains an important channel for brand communication.
Jeanne Selvage, Director