Interactive advertising spend experiences good growth compared to TV and newspapers in 2012

The ASA released total advertising spend for New Zealand today which decreased from $2.179billion in 2011 to $2.164billion in 2012 however interactive advertising showed positive year-on-year growth especially compared to Television and Newspapers over the last couple of years.

Interactive advertising earned a 17% share of all ad spend while TV remained static and newspapers decreased compared to 2011.

Says Alisa Higgins, IABNZ, general manager: “It was a tough year for all media with everyone feeling the pinch however this shows that more and more advertisers are turning to interactive advertising as it continues to prove its effectiveness in delivering cost efficient ROI.”

IABNZ is predicting interactive advertising’s share to increase to 19% at the end of this year following total market growth of 11%.

Laura Maxwell-Hansen, general manager, of Yahoo!New Zealand and IABNZ chair says this reflects the latest Roy Morgan figures which illustrate that “in total the internet accounts for 27% of our time spent with any media each week. This is up from 17% in 2007 while Television, Newspapers and Magazines have all declined.”