Don’t waste a good recession
The Marketing Association asked me to lunch today. I took the opportunity to deliver a commentary about the effect of the recession on the domestic advertising market with some insights from offshore.
I’ve dropped some of the material online if you’re interested in having a quick read. Below was my favourite image from the presentation. It shows the revenue lift in online from January to June 2009 for the display advertising component of online advertising in NZ, versus the drop reported by the NZTBC for television advertising revenues over the same period. Ouch.
The burning question for the big media outlets in New Zealand is whether the recessionary downturn will be cyclic and revenues within the media mix will bounces back to the good old days, or whether the shift of ad spend online is here to stay. Clearly with some of the campaign results I’ve been seeing, online is converting well - for search, classified and display.
At Trade Me, I’ve seen television work well alongside display campaigns. We’ve seen a big uptick in traffic to clients’ sites after Trade Me is added to a tellie schedule.
Anyway, the address for the preso notes is www.dontwasteagoodrecession.com. It’s a work-in-progress that I’ll try to tidy up over the weekend. I hope you enjoy it. Please leave me a comment!
Thanks, MG
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