Australia's taste for the Web seems to be on the rise, and internet advertising is moving well into the mainstream.
Research by Taylor Nelson Sofres commissioned by on-line publishers F2 Network, News Interactive, Ninemsn and Yahoo Australia & NZ, has found that 70% of Australia's 150 leading advertisers use Internet advertising.
According to Newsbytes...
...While 70 percent use online ads, 60 percent of the same group said they find them "effective for meeting most marketing objectives." But only 40 percent said they use Internet advertising regularly and label it completely effective.
The report predicts that the number of Australian top advertisers which allocate over 5 percent of their total advertising budgets to online marketing will increase significantly this year, from 10 percent of top advertisers in 2001 to 17 percent in 2002.
But it seems that many Australian advertising agencies don't share the same enthusiasm for the Internet. The report said that only 24 percent of the top advertisers stated that their agencies recommend online advertising to them regularly.
That observation appears to clash with the finding that 40 percent of top advertisers use Internet advertising regularly. The online publishers have tagged this discrepancy for future attention...
Published March 17, 2002 04:46 PM in Australia New Zealand
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