In New Zealand, the advertising industry has undergone tremendous change in structure and levels of advertising expenditure. Globalisation and international alignments have changed the industry landscape significantly. As a result, the market has seen consolidation, resulting in a smaller number of large agencies and the growth of independent media buying houses. This has also seen the emergence of a range of new locally owned boutique creative and/or strategic agencies. Gaining the competitive edge The advertising industry relies on an enormous range of research and information services in order to understand the business of clients and their competitors, provide innovative insights, and develop both creative and tactical strategies that guarantee success. Agencies are looking to create an individual or unique perspective or process, again to offer a strategic point of difference. Nielsen Media Research has worked closely with the advertising sector for over 20 years and provides the standards that are used to identify trends and opportunities in this sector. Nielsen Media Research can provide valuable insights to assist making those critical business decisions through integrating in-depth local market knowledge with the technology and resources of a premier market research company. For further details on how we can assist in the Advertising sector, please contact us using the following email form.