According to the IAB PwC Online Expenditure report for Q2 2011 – ad spend is up 19.46% year on year to a total of $84.15m. If you think that figure is startling… it is up from $68.12m in the first quarter of the year, that’s an increase of 22.94%!
New Zealanders are really beginning to grasp the potential that is held in paid search, with search and directories accounting for the biggest increasing channel of online media
Up 34.39% from Q1, 2011 ($25.81m)
Up 34.58% from Q2, 2010 ($21.65m)
Search and directories remain the channel leaders with a 41% total share of the online spend in Q2 2011. There are a lot of contributing factors, but the team here at The Digital Agency firmly believe that the increase in users searching from mobile devices (due to the growth of smartphone and tablet use – particularly with iPhone, Android and the iPad) is certainly helping search engines, particularly Google, increase their foothold in digital media consumption.
With budgets being tightened around the world, marketers are needing to re-assess the way in which they grow their consumer database. Contextual search campaigns with clear and defined acquisition KPIs are allowing marketers to continuously take their learning’s from search advertising and optimise and improve for the future. The Digital Agency are firm believers in CPA based advertising through search and believe it is only going to continue to grow as an essential line in any marketers media budget.
As a marketer, where are you taking this budget that you are using for search from? It is clearly not from online display, with the market still maintaining a solid growth of 29.6% year on year.
Digital media is changing the way we market our business. Talk to us about how we can help you!