Digerati cackle with glee as interactive ad spend increases

  • Advertising
  • November 23, 2009
  • Ben Fahy
Digerati cackle with glee as interactive ad spend increases

online_advertising2The Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC) have spoken. And the digerati they are most pleased.

The latest IAB Insight Report for Q3, 2009, showed the interactive advertising spend in New Zealand reached $57.69m, up 9.91 per cent on the last quarter ($52.49m), and the moving annual total to September 30 reached $207m.

Search and directories was the biggest mover and now comprises 38.76 per cent ($22.36m) of all New Zealand's online advertising spend; display ($17.22m) continued its strong run with 8.69 per cent year on year growth; and classified spend ($18.11m) suffered as a result of fewer job listings and a depressed property market, but was still up 6.15 per cent on the previous quarter.

PricewaterhouseCoopers partner Chris Perree states the obvious and says the growth of online advertising in New Zealand, as well as the increasing number of participant sites included in the report, recognises the online medium as a key channel to interact with customers.

Digital spending was popular due to a strong ROI and measurability during the tough times. And Perree is tipping the mobile space to be the next big mover.

IAB NZ expects internet advertising in New Zealand to reach 10 per cent of the total spend by the end of 2009, while media services group ZenithOptimedia1 predicts online will account for 15 per cent of all global ad expenditure by 2011 and 13.7 per cent by the end of the year.

The Internet, it seems, fears no recession.

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