new zealand digital marketing landscape
TRANSCRIPT
NEW ZEALAND DEMOGRAPHIC
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HOW WE’RE CONSUMING OUR MEDIA.
ONLINE
TELEVISION
EVERYTHING ELSE
CINEMA
VIDEO GAMESPRINT
RADIO
The average Kiwi spends a whopping 2 hours and 15 minutes on the internet each day!
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64% of the population own a smart phone and 42% of homes have a tablet.
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• 80% use it to search for information • 66% use it for product information • 54% of the population are now
shopping online
85% of television viewers are using a second screen (browsing the internet) at the same time as watching TV.
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AGE DEMOGRAPHICS ONLINE January 2014
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Decline in all media – Except digital
1.66 million Kiwis watch TV/video online.
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We can use digital marketing to target consumers with cost effective campaigns. We can measure the results and funnel consumers to sales outcomes. Leads = sales.
NZ ONLINE AD SPEND
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New Zealands online advertising spend increased 33% in 2013.
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Media spend increase v’s decrease 2013
Food & Beverages category have the largest spend in digital.
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"With sophisticated consumers and a purchase cycle that is no longer linear, marketers who understand the strengths and capabilities of the different online channels alone and in combination will deliver results that knock it out of the ball park." Laura Maxwell-Hansen, IABNZ chair and general manager of Yahoo! New Zealand
Digital is forecast to significantly outperform TV, Radio, Newspapers, Magazines & Outdoor over the next 5 years, growing a further 9% a year
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REACHING THE CONSUMER
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130,000 people are likely to engage with your brand for every million banner impressions. Display advertising click through rates average 0.13%. With a relevant and effective digital strategy this can be much higher.
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SOCIAL DEMOGRAPHIC
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Over 2.4 Million New Zealanders are on Facebook.
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50% of those visit Facebook via a mobile device.
Social demographic
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5%
6%
8%
12%
14%
55%
58%
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YouTube
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Top 5 industries for Facebook users
That means nearly every Kiwi on Facebook ‘likes’ and ‘follows’ an FMCG brand!
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Top 10 New Zealand FMCG Brands on Facebook
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Top 10 New Zealand Brands on Facebook
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ENGAGINGPEOPLE WITH BRANDS.
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Connect people and brands with the most engaging and rewarding experiences possible, creating long term, sustainable relationships that deliver beneficial outcomes for our customers.
OUR MISSION.
SPITFIRE / e n g a g e
Colin ProebstelCLIENT SERVICE DIRECTOR AND PARTNER M 64 21 874 330 [email protected]
John MaddenCREATIVE DIRECTOR AND PARTNER M 64 21 874 333 [email protected]
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Spitfire*LEVEL 2, 25 CRUMMER ROAD PONSONBY, 1021, AUCKLAND NEW ZEALAND T 64 9 361 5758 www.spitfire.co.nz