You TubeFacebookTwitterflickrGoogle plus
Monday, 25 March 2019 11:46 pm

Hits, clicks and cookies changing advertising

May 30th, 2010 | By | Category: Front Page Layout, Latest News, Multimedia, News

HITS, clicks and cookies are driving the growth of internet advertising while traditional media revenue declines.

“The buzz around the online advertising industry continues to grow” says Chris Perree from PricewaterhouseCoopers.

Internetadvertising Graph

Graph shows percentage of market share 2006-2009

Mr Perree was commenting on his company’s release of the latest figures for the Interactive Advertising Bureau, showing internet advertising increasing its revenue by 12.5% in the first quarter of this year, compared to the corresponding period last year.

These figures, reinforce the end of year 2009 results released by the Advertising Standards Authority.

The authority stated that online advertising had increased its market share by 2.2%.

For the same period, newspapers show a loss of 2.3% ($137 million) in revenue, continuing its downward trend dating back four years.

Phil Reed of Message Traders Publicity says internet advertising is becoming more successful but print is still important.

“Print medium should have a significant online presence so that the two can work together,” says Mr Reed, whose business markets events such as the Fringe Festival.

He says having a one-stop shop for advertising in print and on the internet is appealing and would make sense, but the large media operators are not providing this service.


Laurence Bouwmeester on a busy day at iplay internet cafe

Fairfax, publishers of the Dominion Post, recognised the potential growth in internet advertising and purchased Trademe in 2006.

Since then Trademe has grown from 1.2 million registered users and 2.5 million auctions listed to 2.5 million registered users and 5.5 million auctions listed per month, according to figures on the company’s website.

Other newspapers, such as the New Zealand Herald, have their own online classified equivalent.

John Schofield managing director from Catch!Media has 13 years of experience in online marketing.

“The best thing about internet advertising is its versatility” says John Schofield, whose business works with companies to place their advertising on sites such as Google.

“A well managed search campaign is still hard to beat as a direct response medium, and also often pays an important role in a broader communication plan,” says Mr Schofield.

Tags: , , , , , , , , , , , , , , , , , , , , ,

is a Whitireia journalism student.
Email this author | All posts by

Leave Comment

You must be logged in to post a comment.

Radio News