Media · Media Planning
The NZ and AU media landscape senior buyers should actually care about
Strip away the noise and the New Zealand and Australian media markets are telling one clear story. Money is consolidating into two formats, video and search, while most of the rest sits flat. A senior buyer does not need the whole spreadsheet. They need to know where the growth actually is, and to build the plan around it.
Two markets, one story: money is pouring into video and search, and draining from everything else.
The latest official figures for New Zealand and Australia point the same way. If your plan is not built around video and search first, you are allocating against the shrinking part of the market. Here is what the numbers say, on both sides of the Tasman, and what a senior buyer should do about it.
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