Online ad spend defies downturn

Online ad spend defies downturn

The latest IAB Insight Report, for 2008, shows 43 percent growth in interactive (online) advertising in New Zealand compared with 2007. Spending increased from $135.16 million to $193.15 million according to the report, which was released by the Interactive Advertising Bureau of New Zealand and PricewaterhouseCoopers.

All interactive expenditure types recorded strong growth, the report says, but even interactive advertising was not immune to the impact of deteriorating global economic conditions and confidence. According to the report, “The fourth quarter was a challenging period for business … Spends across all types were down slightly (on average 3.19 percent) over Q3 2008”.

Of 15 industry categories in total, however, computers was one of six categories that made up a larger overall share of online display advertising expenditure in the fourth quarter of 2008, than it did in the third quarter of 2008 and the fourth quarter of 2007.

The other categories were government departments; travel and accommodation; business services and office products; retail; and insurance.

However, as a percentage of overall ad spend for 2008, computers declined slightly compared with 2007. The computer industry represented 4.33 percent of display advertising expenditure for the full year 2008 (down just over a percentage point on 2007).

In the display advertising by industry category for the fourth quarter of 2008, there was a significant drop in percentage share of spend in investment finance and banking; down from 15.81 percent to 10 percent of all display spending.

The other major reduction for that quarter was in telecommunications (down from 14.4 percent to just under 13.5 percent).

The report attributes the continued growth of online advertising to its measurability.

• Reseller News is owned by Fairfax, a contributing media company to the IAB/PwC report.

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