First Nielsen/NetRatings Data on New Zealand Online Display Advertising Issued

August 27, 2007

This article is included in these additional categories:

Agency Business | Asia-Pacific | Brand Metrics

The first publicly released Nielsen/NetRatings AdRelevance insights for the New Zealand market reveal that 1,051 advertising campaigns were run during July 2007, consisting of 2,260 banners run by 532 advertisers.

Online ad impressions for the month reached 1.58 billion, equating to nearly a quarter of total Australian ad impressions (6.85 billion) for the same period.

Nielsen/NetRatings last week launched its AdRelevance service in New Zealand and for the first time publicly issued data (pdf) on the country’s online display advertising activity.

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“The amount of ad impressions in New Zealand is very encouraging, considering we estimate the Australian internet population to be about five times the size of New Zealand. This highlights how well-timed the release of AdRelevance into the New Zealand market is,” said Allan Dib, managing director, Pacific, for Nielsen/NetRatings.

New Zealand’s Government/Political category was the top sector in July with 256 million ad impressions, followed by Automotive/Manufacturers and Media/Internet.

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Overall, Black Diamond Technologies (Mitsubishi Electric) had the highest display advertising activity online in July, with 24 campaigns consisting of 58 banners, followed by Amazon and Air New Zealand with 23 and 16 campaigns, respectively.

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The leading publisher channels in the online display market for July were sellmefree.co.nz (joint venture between ACP Media and APN News & Media) with 116 campaigns consisting of 66 advertisers and 267 banners. APN News & Media’s nzherald.co.nz/news and nzherald.co.nz/sport came in second and third, with 79 and 64 campaigns, respectively.

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