NZ likely to follow US on online ads path

Kiwi Web users will soon be assailed by hundreds of online ads each day.

Kiwi Web users will soon be assailed by hundreds of online ads each day.

The forecast comes from New Zealand Internet marketing company Brave New World, which officially launches this week.

Media director Paul Hashfield says New Zealand is likely to follow US trends, where international researchers, Jupiter Communications, predicts that by 2005 every Internet user will be exposed to 950 marketing messages every day.

Hashfield says the level of online advertising in New Zealand is lagging behind America, but this country is catching up, particularly as it is among the world's top five Web users by population, with 1.2 million online.

He also says that while banner ads make up 85% of New Zealand online adverts, this portion will fall to half within three years as sponsorships, email advertising and "pop up windows" take off.

Brave New World, the result of a merger between Dave Clark Design Associates and Webmasters Network, will also do its bit, by producing various forms of online advertising of its own. It aims to merge technology with marketing, showing businesses how to use new technologies such as email, interactive TV and WAP phones.

"Any e-commerce application that allows us to talk to customers," says Hashfield.

Hashfield helped develop Webmasters three years ago and says the two businesses have been working together for six weeks.

Previous Webmasters projects, he says, have included developing Web sites for Internet Yellow Pages, White Pages, ClearNet, Farmers and Southern Cross.

Brave New World has 65 staff and plans to have 100 by Christmas by taking on graphic designers and sales staff.

The merger also means a Wellington presence for the company, from Dave Clark Design, whose largest client is New Zealand Milk.

A new part of the merged company will be Customer Connect - headed by Boyd Wason - which will look at the technology behind marketing.

Hashfield says online advertising generates much information. Whereas it took traditional campaigns six to eight weeks to be assessed for success, online campaigns can be judged and changed almost instantly.

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