NZ online, mobile phone advertising spend on the rise

By Hannah Lynch

Feb. 15 (BusinessDesk) – New Zealand’s total online advertising spend had its largest year-on-year growth since 2008, while mobile internet ad spending was measured for the first time, in a report released by IAB New Zealand and PwC.

Total online advertising spending grew 24 percent to $328 million in 2011, from $257 million a year earlier. Mobile ad spend was about $632,000, attributed largely to an increase in smart-phone penetration that now accounts for about 30 percent of all handset usage, the report said.

“The variety of platforms and technologies available for businesses to reach out online to their customers provide organisations with strong investment strategies,” said Chris Perree, partner at PwC.

“The mobile platform opens up more positive opportunities to connect with consumers “on the go”, and we believe New Zealand will follow the international trends of mobile online advertising spend increasing as the population of smart-phone and tablet users continues to grow.”

The biggest change in revenue was display advertising overtaking classifieds for the first time, highlighting that online display advertising is becoming a destination, the report said.

“In 2012, we expect advertisers to further utilise these options, plus add online video and mobile to the mix, especially because of the strong audience performance of these,” Sandra King, group sales & marketing manager at Fairfax Media, said in the statement. “New Zealand still lags investment in video and mobile advertising when compared to the rest of the world and we believe is set to change.”

Email advertising rose to about $610,000 in 2011, from $240,000, while online video advertising increased to about $2.6 million from $1.9 million.

(BusinessDesk)

BUDGET 2012:
Parliament Debate Live - Video Of Budget 2011
Keith Ng Interactive Graphic: How the Budget Breaks Down
BUDGET 2012 - FULL COVERAGE: Reports / Analysis - Press Kit - Reaction (from everybody) - Previews (from everybody) - Pre-Budget Announcements

Gordon Campbell: On the Budget’s Spreadsheet Victories

It wasn’t as if expectations were sky high, exactly. Chances are, it was always more likely that we’d be seeing Bigfoot rampage through the Beehive lock-up than catch a glimpse of a credible growth agenda from this government. More >>

Sludge Budget Report - Short The Dollar! MEMO: To international bankers FROM: C.D. Sludge Please short the dollar! It'll be good for both you and us. And you know you want to. Greexit, Eurogeddon... watch out... flight to quality and all that. Follow your instincts. The NZ Debt Management Office has been so surprised at the unprecedentedly low interest rates that it can borrow at that it has already entirely pre-funded the 2013 fiscal deficit - all $8 billion of it! More >>

Pattrick Smellie Comment: Doddling along the best we can hope forCriticising Budgets for lacking vision or imagination is like shooting fish in a barrel, but even so, this year's Budget again feels like a missed opportunity. Perhaps it's the intrusion of real world needs that means the government couldn't make better political use of the $558.8 million it expects to gather in its first partial asset sale. More >>