Research from Nielsen shows that approximately 25 percent of unique online visitors to the Stuff website and 29 percent to the NZ Herald in the month of October came from readers located outside New Zealand. So are advertisers aware of the high proportion of international visitors and are they taking it into account when purchasing ads on these news sites? And also, how are publishers monetising their international audiences?
Browsing: Anthony Ord
Programmatic buying is still just a sliver of the total online ad spend, here and around the world (in New Zealand, it accounted for nine percent or $3 million of the total $31.4 million spent on online display in the last quarter). But it’s getting plenty of column inches and that spend is trending upwards. Most of the big media players have invested in or have access to trading desks and demand side platforms, and many ads for local brands now feature on international sites as a result. But Acquire Online’s Anthony Ord is aiming to get those clients and agencies to support local publishers a bit more by creating a list of 156 different Kiwi sites that have offered inventory as part of a network buy.