Summary
New Zealand online advertising defies global downturn, shouted the headline in the recent release from the Interactive Advertising Bureau (IAB). The quarterly IAB Insight report " covering Q3, 2008 " which was released by the Interactive Advertising Bureau of New Zealand and PricewaterhouseCoopers at the end of last year advises that despite a tightening economy, total online advertising was up 22.3 percent on the same quarter last year, with all categories showing double-digit growth on Q3, 2007.
Online advertising spend has experienced strong growth in 2008, particularly when considered in the context of recent economic conditions. This is indicative of the appeal of interactive advertising, where advertisers have the ability to quickly gauge the market response and act accordingly, says Chris Perree, partner at PricewaterhouseCoopers.See the full content of this document
Extract
Online Advertising: Its a Digital World ; Spend On Digital Advertising May Be Growing, but New Zealand Marketers Are Still Well Behind Those Overseas in Their Shift in Thinking From Traditional to Digital Solutions.
Search & Directories advertising increased most significantly, up 34.4 percent on Q3, 2007. But Display (up 24 percent) and Classified (up 14 percent) also showed strong increases and there is evidence to suggest that the economic downturn might actually increase interactive advertisings market share.
Internationally, indications are that the economic downturn is actually resulting in the shifting of more advertising budget online. Online advertising provides greater measurability for response-driven advertising, faster response, and the ability to tweak and tune campaigns easily, says Mark Evans, outgoing IAB chief executive.Evans say...See the full content of this document
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