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Online Advertising
We all know things are changing, our media habits are changing and we are consuming more online media and less traditional media. It’s always refreshing to see some hard cold facts about how much things are changing though.
This morning I found some of those facts at a presentation I was lucky enough to be invited to. A couple of Australian online advertising companies have been over here and I managed to get to see their presentation.
These are some of the things that I found interesting; People that have internet access at home watch on average 5 hours less TV per week that those that don’t (people without internet access watch 16 hours of TV per week). Within those internet users, the people with broadband at home spent twice as much time online as those with dial-up (7 hours per week versus 3). Around 14% of our traditional leisure time is now being spent online. Looking at just the leisure time spent consuming media, the new media now accounts for around 30% of the total audience.
What is also interesting is that your online audience is younger and wealthier. Of your young audience (10-29) 80% are high internet users and of your wealthy audience (>$120k pa) 90% are high internet users (AC Nielsen).
Things are changing; People are controlling TV through hard drive PVRs and soon My Sky. Music and Audio is being delivered via podcasting and blogging is changing the way news and information is consumed. Online media spending increased 48% in the last year. If you are a marketing manager have a look at how much of your spend is online, I would bet it’s nowhere near 30% of your media budget.
So remember - as more people move to broadband and get PVRs, they will be watching less TV and reading fewer press ads. So if you want to get a younger wealthier customer base, have a look at how you spend your media budget.
Duncan Shand
InsideOut
www.iout.co.nz
Duncan Shand, InsideOut
Online Advertising
We all know things are changing, our media habits are changing and we are consuming more online media and less traditional media. It’s always refreshing to see some hard cold facts about how much things are changing though.
This morning I found some of those facts at a presentation I was lucky enough to be invited to. A couple of Australian online advertising companies have been over here and I managed to get to see their presentation.
These are some of the things that I found interesting; People that have internet access at home watch on average 5 hours less TV per week that those that don’t (people without internet access watch 16 hours of TV per week). Within those internet users, the people with broadband at home spent twice as much time online as those with dial-up (7 hours per week versus 3). Around 14% of our traditional leisure time is now being spent online. Looking at just the leisure time spent consuming media, the new media now accounts for around 30% of the total audience.
What is also interesting is that your online audience is younger and wealthier. Of your young audience (10-29) 80% are high internet users and of your wealthy audience (>$120k pa) 90% are high internet users (AC Nielsen).
Things are changing; People are controlling TV through hard drive PVRs and soon My Sky. Music and Audio is being delivered via podcasting and blogging is changing the way news and information is consumed. Online media spending increased 48% in the last year. If you are a marketing manager have a look at how much of your spend is online, I would bet it’s nowhere near 30% of your media budget.
So remember - as more people move to broadband and get PVRs, they will be watching less TV and reading fewer press ads. So if you want to get a younger wealthier customer base, have a look at how you spend your media budget.
Duncan Shand
InsideOut
www.iout.co.nz