Digital Now More Than Half of NZ Adspend

New Zealand digital advertising expenditure hit a milestone in 2020, accounting for 53% of total annual adspend, according to our (adjusted) interpretation of NZ Advertising Industry Annual Turnover figures as compiled by the Advertising Standards Authority.


2020 was not a great year for advertising, for obvious reasons, and total New Zealand advertising industry expenditure dipped by at least 7.1%, according to our estimates, shedding $198 million. Total revenue for the year: $2.56 billion.

Note the qualifier “according to our estimates”. Annual figures compiled by the NZ Advertising Standards Authority for 2020 specifically exclude any calculations for magazine advertising. According to the ASA, the Magazine Publishers Association did not contribute to the 2020 Advertising Turnover Report as the “degree of change in the sector last year makes meaningful data collection impossible”.

Amongst the factors contributing to the omission of magazine data: a Covid-19 lockdown publishing ban meant many titles missed one or more issues; and there was a complete restructure of the industry with the closure of Bauer Media and the emergence of a host of new independent publishers and publications.

Such caution is understandable. However, for our purposes we have chosen to include our own estimates for magazine advertising in 2020, based on a 36% drop in estimated revenues. That represents our view of the likely impact on total revenues as a result of the loss of months of income from the likes of NZ Woman’s Weekly, Woman’s Day, NZ Listener and the many other titles formerly published by Bauer Media.

Even if magazine advertising expenditure had remained at the same levels as 2019, however, the overall result for digital would be the same: digital adspend now represents more than half the total expenditure in New Zealand. It’s a trend that’s long been in the making, even if it did require a pandemic to reach the tipping point.

It’s more important than ever to stay up-to-date on digital marketing.

If you’ve been holding back on Digital Marketing, sorry, time’s up.

To help you on your way, allow us to point you towards our Digital Marketing Trends 2021 Presentation:

This presentation looks ahead at what marketers should expect and plan for with Digital Marketing in 2021 — based on local and global trends you may not yet have had the opportunity to examine — turning those forecasts into a comprehensive report & slide deck in PowerPoint format (with accompanying notes) – information that you can easily present to your team and your clients, bringing everyone up to speed on the latest New Zealand Digital Marketing Trends. All presentations are unbranded, so you can add your own branding and comments.

Each presentation consists of at least 150 slides, dealing with as many key insights.

For full details of our Digital Marketing Trends Report, click here.

If you’d like to learn even more about Digital Marketing, check out our range of courses that offer continuing professional development in various aspects of digital marketing.

Upskill Yourself in Digital Marketing for 2021 with our online training courses.

Here are the current courses (click on the links for more details about each course):


Advanced Digital Marketing 2021

This course is dedicated to delivering the very latest information about Digital Marketing. It has been freshly updated for 2021.

This online training course covers exactly what you need to know to survive and prosper in 2021, across a variety of digital marketing disciplines,

For more details of the Advanced Digital Marketing online course, please click here.

Digital Marketing 101


Digital Marketing 101 is a 26-part online training course designed for students who may know very little about Digital Marketing, touching on a wide range of Digital Marketing topics over a six-month period.

For more information about Digital Marketing 101, please click here.



The Principles & Practice of Social Media Marketing

For those new to Social Media Marketing: this is a thirteen-part eCourse providing a comprehensive introduction to Social Media Marketing, from the Basics to detailed instructions on how to build and run a Social Media Marketing programme.

For more details of the Social Media Marketing online course, please click here.

We also have a combined course that will help you master both of New Zealand’s most powerful social media:

By far the most powerful social media channels for NZ marketers these days are Facebook and Instagram.

That’s where the audiences are, and that’s where YOU need to be.

  • Through Facebook you can reach an estimated 3.1 million Kiwis 13+
  • Through Instagram you can reach an estimated 1.95 million Kiwis 13+

Of course, there’s rather more to Facebook and Instagram marketing than making a few posts or taking a few pretty pictures and hoping to reach large numbers of your target audience.

Effective social media marketing requires the right knowledge, tools, tips and techniques to help you get noticed and to encourage your audience to engage with you and your brand.

That’s where we can help.

We have a number of social media marketing courses available already but, in recognition of the combined strengths of Facebook and Instagram, we’ve taken the best of our popular Facebook and Instagram courses, and blended them together into a powerful thirteen-part Mastering Facebook and Instagram Marketing online training course.

This combined will bring you up to speed with what’s required to make your social media marketing on Facebook and Instagram really work for you in 2021.

Check out the details of our Mastering Facebook and Instagram Marketing online training course by clicking here.

If you want to focus just on Paid Advertising on Instagram and Facebook — a wise idea, given that both networks are restricting organic (unpaid) reach — we have a ten-part course covering exactly that:

What can you do to improve your Facebook & Instagram Advertising activities?

Learn what works, and what doesn’t, through our online training course.

In this ten-part online training course, we will take you step-by-step through what you need to know to understand and master advertising on Facebook & Instagram.

For full Course Details, click here:
Mastering Advertising on Facebook & Instagram



Facebook Accelerator Programme

So you have a few hundred (or a few thousand) followers on Facebook but now you want to know how to get to the next level? Our Facebook Accelerator seven-part online course will lead you through the steps necessary to supercharge your Facebook presence and get Kiwi consumers engaging with you and your brands.

For more details of the Facebook Accelerator programme, please click here.

The Complete Facebook Marketing Course
Complete Facebook Marketing course

For those who wish to master Facebook Marketing in its entirety, we’ve created a ten-week online training programme which will take you from absolute beginner on Facebook to highly effective Facebook communicator.

For more details of the Complete Facebook Marketing programme, please click here.

Mastering Facebook Advertising


This is a nine-part eCourse providing a comprehensive introduction to paid Facebook Advertising.

For more details of the Mastering Facebook Ads online training course, please click here.

Instagram Marketing course


If your target audience is Under 35, Instagram absolutely must be one of your marketing options. This course will give you a solid introduction to this fast-growing social medium.

You’ll find out the details of this Instagram Marketing seven-part online training course by clicking here.

How to Prepare an Effective Social Media Brief
Preparing an Effective Social Media Marketing Brief

Even if you don’t intend to become directly involved in social media yourself, you may still need to understand the principles, practices and opportunities of social media — for example, if you need to brief someone about running a social media campaign. This programme is designed to provide you with the insights necessary to prepare an effective brief.

For more details of the How to Prepare an Effective Social Media Brief programme, please click here.

Influencer Marketing course


Our Influencer Marketing online training course is a nine-part course which covers the importance of Influencer Marketing, helps you to determine the smartest and most effective strategies — and to explore how to identify effective Kiwi micro-influencers who will be good ambassadors for your brand.

For more information about our Influencer Marketing course, please click here.

Writing for the Web course


Effective writing has become an absolutely core competency when communicating online. Not just any writing, however. Different media require different approaches. The headline that might have looked wonderful in the newspaper probably won’t fit within the constraints of Facebook or Instagram character counts.

Our Writing for the Web course covers the key elements you need to know to communicate effectively to online audiences.

For more information about our Writing for the Web course, please click here.

Online Video Marketing course

Online Video is no longer an “up-and-coming” marketing tactic — it’s now New Zealand’s most popular broadcast medium, with YouTube alone reaching more than half the country on a daily basis (according to 2020 research by NZ On Air).

And online video is a powerful way to communicate your brand story, explain your value proposition, and build relationships with your customers and prospects.

Remember the old cliche that a picture is worth a thousand words? According to an estimate by Dr James McQuivey of Forrester Research, one minute of video is equal to 1.8 million words.

So let’s cut to the chase. It’s well past time for you to upskill yourself in online video marketing. That’s why we’re launching our newest short course on the topic.

For more details of the Online Video Marketing course, please click here.


Mastering eCommerce

Mastering eCommerce course

Our online course, “Mastering eCommerce”, tells you what you need to know about selling effectively online in a seven-week programme that steps you through the principles and practices of eCommerce in New Zealand.

For more details of the Mastering eCommerce programme, please click here.

eCommerce Marketing

According to our research, attracting more customers is one of the biggest challenges for NZ Ecommerce businesses. That’s why we’ve launched a new training course all about Ecommerce Marketing.

Demand for online shopping has really ramped up following Covid-19, but that doesn’t necessarily make it any easier to attract buyers for your products.

There are more buyers, but also many more sellers — over 9000 new NZ ecommerce stores in 2020 alone,

For more details of our eCommerce Marketing course, please click here.


Michael Carney Written by: