Following on from my recent posting on NZ Online Advertising sales, it is interesting to compare our local performance with that of the United States.
Once again, the source is PriceWaterhouse Coopers and the IAB. Internet advertising revenues in the US totaled $11.5 billion for the first six months of 2008, with Q1 accounting for approximately $5.8 billion and Q2 totaling approximately $5.7 billion. Internet advertising revenues for the first six months of 2008 increased 15.2 percent from the same period in 2007.
Search continues to lead the sector pack, followed by Display Banners and Classifieds. Search revenue accounted for 44 percent of 2008 second-quarter revenues, up from the 40 percent reported in 2007. Display Banner advertising, the second largest format, accounted for 21 percent, followed by Classifieds (14 percent), Lead Generation (7 percent) and Rich Media (7 percent) of 2008 second-quarter revenues.
It will of course be interesting to check out if this growth has been maintained in the second half of 2008. Against the backdrop of the dire financial market turbulence in the States that will be the real test. My own guess remains that billings will have held up remarkably well. Whilst online advertising in certain sectors such as banking and auto will almost certainly have declined, this will be more than recompensed by the more general drift of ad spend from the offline world to the online one. The severe market turbulence currently in play might just have accelerated that drift.
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment