Nielsen Ad Intel splits out digital and static outdoor advertising in its Ad Intel service

AUCKLAND, NEW ZEALAND, 26 Aug 2019 – Global measurement company Nielsen, has announced a new enhancement to its Ad Intel service which shows the growth of outdoor advertising split by digital and static mediums in New Zealand.

Outdoor media covers a wide range of out-of-home advertising including billboards, transit/bus and bus shelters, kiosks and freestanding units, airport advertising, shopping centres, malls, and tertiary institutions.

According to the Advertising Standards Authority annual ad revenue figures, out-of-home advertising represented approximately $95 million and 3.7% of total ad revenues in 2015 in New Zealand. By 2018, this increased to $143 million and accounted for 5.4% of total advertising revenue. Nielsen’s enhanced out-of-home data now available through its Ad Intel service has revealed that in July 2019, approximately 60% of outdoor ad spend was represented by digital mediums.

Tony Boyte, Director, Nielsen Media, New Zealand said: “Given the growth in outdoor digital ad spend, it is imperative that advertisers have visibility on the future opportunities this important medium represents for their business. Nielsen is very pleased that in partnership with Outdoor Media Association of New Zealand (OMANZ) we are now able to distinguish the results between digital and static outdoor mediums through our Ad Intel service.”

”We are excited to make more valuable advertising spend insights available to the market in the very near future”, added Boyte.

Natasha O’Connor, GM, OMANZ said: “There is no denying the correlation between out-of-home’s revenue results and its effectiveness. The latest Nielsen CMI data shows that out-of-home advertising is more likely to help, inform, or inspire consumers’ purchasing decisions across most major advertising categories, making it an increasingly essential part of all media schedules. Advertisers continue to embrace the benefits of digital out-of-home media with improved relevance, immediacy and audience growth as they prioritise out-of-home as a key component of their comms planning and media mix.”

Source: Advertising Standards Authority Advertising Turnover

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Nielsen Ad Intel collects competitive ad spend data including both agency and direct activity – with the ability to filter or search by category, advertiser, product or copyline. Nielsen Ad Intel data helps clients to understand ad spend and media placement to inform their strategic media planning process.