New Zealand businesses are investing more than ever in digital advertising, with national digital ad spend projected to exceed $2.3 billion in 2025, according to industry research.
The shift reflects a broader global trend — as audiences move online, advertisers are following. Digital platforms now account for more than half of all advertising spend in Aotearoa, eclipsing traditional channels like television, print, and radio.
Internationally, the trend is even more pronounced. Advertising industry analyst Brian Wieser has projected that digital advertising will make up 76% of global advertising spend by 2028, rising from 64% in 2023. This indicates a sustained, long-term shift toward digital platforms as the primary means of reaching consumers.
Where the Money Is Going
Recent figures show the breakdown of New Zealand’s annual advertising spend by medium:
- Digital: ~$2.1 billion (projected to hit $2.3b in 2025)
- Television: ~$550 million
- Print (Newspapers): ~$270 million
- Radio: ~$140 million
- Outdoor (Billboards): ~$110 million
- Cinema: ~$12 million
The growth of digital spend includes categories such as social media, Google Ads, display banners, and video advertising — all driven by businesses wanting more targeted, measurable results.
Why Digital?
A combination of factors is fuelling the digital surge:
- Precision targeting: Advertisers can reach specific audiences by age, interest, location, and behaviour.
- Measurable performance: Digital campaigns offer real-time insights into engagement and ROI.
- Mobile-first habits: With most New Zealanders using mobile devices daily, digital advertising meets them where they are.
- Cost control: From small businesses to large brands, digital platforms allow flexible budgeting and scalable campaigns.
A Lasting Shift
Industry experts believe this is not a temporary trend, but a lasting realignment of how advertising works.
As platforms evolve and consumer attention remains firmly online, digital advertising is expected to dominate not just in budget share — but also in strategy, innovation, and reach.