Online advertising in New Zealand up 24% in 2011
Total online advertising spend in New Zealand for 2011 was $328.11 million, up 24.16% from 2010* ($257.46m). This is one of the key findings from the fifth year of IABNZ/PwC Insight report released to IABNZ members.
Display advertising increased by $1.27m (4.80%) from the previous quarter (Q3, 2011) making it the biggest quarter for Display since PwC started measuring in 2007. Year-on-year saw double digit growth across all online channels.
Says Liz Fraser, IABNZ Chair & General Manager MSN New Zealand: “The full year results are exceptional with 24.16% growth year-on-year for total online revenue. No other media will be reporting growth anywhere near this figure, which shows advertisers are shifting their marketing budgets rapidly to online.
“Even with a softened economy, digital advertising is making tremendous gains. Online’s share of total advertising spend is likely to be 15% in 2011 (final figures to be released on 21 March 2012), which is slowly catching up to the internet’s share of the time people spend using this medium, at 24% (Roy Morgan, April 2011).
“Search & Directories is still the channel leader with a 41% share of total ad dollars in 2011 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.”
*percentage has been normalised due to changes in contributors.