New Zealand companies are greatly increasing their online advertising to cash in on the e-commerce boom, says Auckland marketing company Brave New World. The marketer says Internet advertising has tripled in New Zealand and Australia over the past three years and further rapid growth is expected. Brave New World last month predicted that Kiwi Internet users are set to receive hundreds of marketing messages every day over the Net by 2005. A US merchant bank specialising in the media, Veronis Suhler & Associates, says online advertising in the US more than doubled last year to $US4.6 billion and will more than quadruple to $24.4 billion by 2004, putting it ahead of cable TV, network TV and consumer magazines and almost on par with radio. Brave New World online media general manager Jason Paris says similar trends are happening in New Zealand, and he expects the online industry to be worth $17 million this year. "Although still a small amount of the New Zealand advertising budget, many companies are now dedicating 5% of their annual budget online. All of the clients we deal with have constantly increased their online spend over the past 12 months - some up to three times their original spend," Paris says. Brave New World was created earlier this month from the merger of Auckland-based Webmasters Network and Dave Clark Design Associates. Its brands include the AccessNZ Web site directory and the Hitwise audience measurement site.
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