InMobi Insights: Mobile Advertising in New Zealand Grew 33 Percent in 2014

Published on March 17, 2015  •  Auckland

InMobi Mobile Insights Report Reveals In-App Advertising is Rapidly Growing in New Zealand as Consumers Increasingly Access Apps for Daily Work and Personal Use

InMobi, the world’s most powerful mobile advertising platform, released its latest annual Mobile Insights Report for New Zealand today, revealing mobile advertising on its network grew 33 percent in 2014. Almost 4.4 billion ad impressions were served on its network in New Zealand last year, an increase from 3.3 billion in 2013. The report also indicated that in-app advertising increased 45 percent in 2014 and now accounts for 71.7 percent (3.1 billion) of all ad impressions.

“This significant growth on our network is further indication of the rapid shift in consumer behaviour in New Zealand, reflecting both an increase in audience size, as well as an increase in activity,” said Jon White, regional director and GM for InMobi in Australia and New Zealand. “While we now expect growth numbers for mobile to be big on our network, these figures indicate that mobile advertising is certainly still in a strong growth phase in New Zealand. This in turn becomes a more important shift in consumer behaviour for marketers to consider.”

According to the InMobi Mobile Insights Report, strong network growth in New Zealand was driven by a 43 percent increase in advertising on tablet devices and a 40 percent increase on smartphones in 2014. While smartphones still account for a significant proportion of all mobile advertising (73.2 percent), tablets are gaining share (see Table 1) as more brands and advertisers shift their focus towards mobile.

Table 1: Volume of impressions in New Zealand 2013-2014 (millions)


(Source: InMobi Insights, February 2015)

The InMobi report also indicated that in-app advertising continue to increase its lead over mobile web (Table 2), which accounted for 1.2 billion of the almost 4.4 billion impressions on InMobi’s network in New Zealand in 2014, a 6.2 percent share decline from 2013. Apps on the other hand, accounted for 3.1 billion of the total ad impressions in 2014, an increase of 45 percent over 2013.

“New Zealand consumers are accessing more and more mobile apps on a daily basis for both work and personal use, so it’s hardly surprising that in-app advertising is increasingly dominating all ad impressions on our mobile ad network in New Zealand, as brand and advertisers are beginning to realise the huge potential that mobile offers their advertising strategies,” added Mr White.

Table 2: In-app vs Mobile Web Volume of impressions – NZ 2013-2014 (millions)


(Source: InMobi Insights, February 2015)

InMobi’s Mobile Insights Report also revealed that while Apple’s iOS devices still hold the largest share of ad impressions on operating systems in New Zealand in 2014 at 51.1 percent, it did lose 2.6 percent share against Android since 2013. Android’s share increased by 8.5 percent to 38.5 percent.

“We have seen Android continue to grow to be the dominant operating system in mobile globally for delivering advertising on,” added Mr White. “Typically New Zealand, like many western countries, has been a strong hold for Apple. While Android has consistently eroded this position over the past six quarters, I expect to see Apple bounce back over the next 12 months as the iPhone 6 comes on stream.”

Table 3: Top operating system share of impressions in New Zealand


(Source: InMobi Insights, February 2015)

About InMobi

InMobi is the world’s most powerful mobile advertising platform enabling brands, developers, and publishers to engage mobile consumers globally. Recognized by MIT Technology Review as one of the 50 Most Disruptive Companies, InMobi reaches over 1 billion mobile uniques across 200 countries.

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InMobi NZ
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