Online advertising in New Zealand overtakes the $250m mark in 2010

Total online advertising spend in New Zealand for 2010 was $257.46 million up 19.65% from 2009 ($213.89m).

For the first time, Display surpassed Search & Directories with year-on-year growth of 23.09%, thanks to the rise of internet video and social media advertising. This follows the global trend, as reported by ZenithOptimedia and eMarketer, that Display advertising is now the fastest-growing internet category.

Liz Fraser, IABNZ Chair says, “recovery of online ad spend in 2010 was significant, with all three segments showing increases year-on-year in double digits.  Cracking the milestone of total online ad spend over the $250m mark puts this industry in line to surpass radio and magazines in 2010.”

Search & Directories is still the channel leader with a 36% share of total ad dollars in 2010 and will continue to hold this position while advertising dollars are transferred from the likes of Radio and Magazines and not taken from established channels such as Search which continues to return strong ROI for marketers.

“Who said the banner ad is dead? Display is back with double digit growth and with more sophisticated targeting, along with the rise in online video and social media, 2011 is bound to be kind once again to this channel. And let’s not forget Classifieds, which recovered from negative year-on-year growth in 2009 to finish 2010 up 17.26%.” says Alisa Higgins, General Manager, IAB New Zealand.

Quarter 4, 2010

Total online advertising spend in Q4, 2010 was $71.11m up from $67.93m in Q3, 2010 and up 26.37% year on year.

All channels showed positive growth when comparing Q4, 2009 to Q4, 2010 with Search & Directories almost increasing by a whopping 50%. Display figures now include estimated Facebook numbers which has helped enable more accurate reporting of the Display sector.

“The continued positive growth in digital media is no surprise when you consider the increase in time spent online by New Zealanders.  There is a real confidence from advertisers that online environments do deliver on their marketing objectives.  Simply put, the sophistication of digital ad-targeting technology leaves broadcast media audience segmentation tools for dead and the increased media spend in these tools proves it.” Says Laura Maxwell-Hansen, General Manager, Yahoo!Xtra and IABNZ Vice Chair.

Source: Interactive Advertising Bureau.

 

 

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s




%d bloggers like this: