NZ Marketers Defy Global Search Trends
Fresh research reveals that New Zealand’s online advertising industry is marching to a different beat, potentially creating major opportunities for savvy marketers prepared to buck local trends and embrace search engine marketing and optimisation.
A new study from IAB New Zealand and Pricewaterhouse Coopers shows that Kiwi marketers are putting most of their online dollars into classified and display advertising.
This defies global trends where search engine marketing – through the likes of Google - heads the online pack. Optimising websites for high search engine rankings is also very big in larger online markets.
IAB figures show Search leads online advertising spend in Australia (46% share) the United Kingdom (57% share) and the United States (41% share).
Yet in NZ, the IAB study shows that Search and Directories had just 25% of the country’s online ad market share during the June quarter, while classified had 44% and display 31%.
Why is NZ so different? Theories abound, mostly centred on complacency in both the business and advertising sectors, combined with a lack of online sophistication.
Jon Ostler from First Rate says: “NZ has always been a bit behind the curve with online advertising generally. For example, publishers have only just introduced rotating ads rather than fixed tenancies.”
But according to Ostler, this lack of maturity means there’s a “massive opportunity” for NZ businesses prepared to embrace Search Marketing and Optimisation.
He says the cost of search engine advertising in NZ is currently half the cost of other markets.
“The reality is at this stage that NZ is not a very aggressive search market apart certain categories such as travel.”
But Ostler warns that the door won’t be open forever, and the IAB agrees, forecasting that Search will grow the fastest of all on advertising categories in NZ.
Ostler is one of more than 20 speakers who will put New Zealand’s fledging search industry under the spotlight at the country’s first Search Engine Room conference at the Hyatt Regency Auckland, November 13.
It features a diverse and dynamic program mixing issues with search marketing and optimisation sessions while addressing new sectors like blogging and social search.
The conference will also highlight NZ innovation through local world-leading search companies such as Eurekster and SLI Systems plus emerging directory nzs.com.
Headline speakers include leading North American search marketing expert, Aaron Shear (the former Global Director of SEO at Shopping.com), Dr Grant Ryan from Eurekster and Francisco Cordero, the new regional GM for Bebo. Speakers include:
- Dr Grant Ryan, Chief Scientist and Co-Founder, Eurekster
- Francisco Cordero, General Manager - Australia/NZ, Bebo
- Paul Webster, Senior Sales Manager, Google NZ
- Liz Fraser, NZ Business Manager, MSN New Zealand
- Aaron Shear, Partner, Boost LLC
- Jon Ostler, Founder, FirstRate
- Che Carbis, Account Director – Asia Pacific, Hitwise
- Guy Baxter, Search Program Manager, DoubleClick
- Robbie Hills, Managing Director, 24/7 Real Media
- Mark Sceats, Managing Director, SureFire Search
- Jacqui Jones, Lead Search Strategist, NetConcepts
- John Schofield, Managing DIrector, The Internet Bureau
- Jon Beattie, Strategy Director, Marker
- Michael Dall-Hjorring, Managing Director Asia-Pacific, Netpointers
- Gary Jensen, General Manager, NZS.com Ltd
- Rod Jacka, Managing Director, Panalysis
- Nathan Stewart, Founder, Alkemi
- Dr Shaun Ryan, CEO, SLI Systems
- Nicholas O’Flaherty, Director, Bullet PR
- Steve Pickering, Interactive Manager - IT, Tourism Holdings Ltd
- Thom James, Online PR Director, Bullet PR
Industry support for the event, founded in Australia three years ago, is excellent and Search Engine Room NZ will include an exhibition featuring Alkemi, Google, FirstRate, SLI Systems, Netconcepts and SureFire Search.
DoubleClick will be sponsoring the Great Debate and drinks, while Hitwise, the Internet Bureau, IAB New Zealand and APN Digital Media are also supporting.
Program details and bookings: http://www.searchengineroom.com.au/sernz07/
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Events
- Tuesday, Sydney, October 7, 2008
- Theme: Search and Beyond
Australia’s original search marketing and optimisation event, Search Engine Room, is returning to Sydney with a fresh theme and approach. Highlights include:
- Two-stream conference, one-day event
- Vibrant program mixing issues and education
- Search and Beyond theme
- Best value for delegates and sponsors
- Tickets from $449, partnerships from $1650
- Marketing, Corporate and Industry focus
- Strong advertising support to drive delegate numbers
- Excellent event history, held every year since 2005
- Great networking – 250+ attendees each year
Search Engine Room an Australian-owned event that strives to reflect the market in which it operates while embracing international trends.
It’s outward rather than inward looking, taking great care to incorporate consumer and marketing priorities into innovative and provocative programs.
The program will be launched the week beginning July 21.
Informative, educational, provocative and sometimes controversial, Search Engine Room is the leading event for Australasia's rapidly-growing search industry.
It's held annually, attracting widespread industry support, and has a reputation for quality content, excellent event management and staging.
The program focus is on respected, well-connected speakers delivering topical, relevant information.
Search engine optimisation and marketing is well-covered, while broader industry issues are also addressed through interviews with leading search industry figures.
There are case studies and debates, plus panels led by informed journos.
Audience interaction is encouraged and Search Engine Room always makes an effort to be forward-looking, tracking the latest search and digital trends.
Consumers are also given the once-over, enabling delegates to gain a better understanding of their customers.
This format has great appeal and delegates come from around the country.
Apart from search marketers, marketing managers, e-commerce managers, online business owners, senior management, digital media executives and agency types predominate.
Companies large and small from diverse industries are represented.
Some have been in the game for years, others are just starting out.
A good way of keeping in touch is to subscribe to Search Engine Room News, which is packed with original content and comes out every five or so weeks.
If you have any questions, please call Martin Kelly on 612-9882-1575.
Meanwhile, here are some images from the 2007 event.
More Images from SER07
- Dockside, Sydney, August 26
- The Year Of Living Dangerously
Bookings are now open for TRAVELtech 2008 - Australia's leading online travel marketing, distribution and tech event. This year's theme is the open-ended Year of Living Dangerously?
It can be taken a couple of ways ... the obvious: oil, inflation, interest rates and marketing costs up - challenges ahead.
But it's also a question, and the good news is there's increasing evidence the online channel may be the place consumers turn at times like these.
Find out more at TRAVELtech 2008.
Confirmed speakers are listed below, while the latest program has just been posted - it's packed with industry leaders and topical content.
- Malcolm Auld, Principal, Malcolm Auld Direct
- Scott Blume, President Travelocity Asia Pacific
- James Cassidy, General Manager Travel, Fairfax Digital
- Clementina Clive-Ponsonby-Fane, Head of Travel, Health and Lifestyle, ninemsn
- Mark Frawley, Managing Director, Roamfree Group
- Chris Guzowski, Managing Director, Travel Apps
- Brad Gurrie, General Manager, Travelzoo
- Claire Hatton, Head of Travel, Google
- Tim Harcourt, Chief Economist, Austrade
- Arthur Hoffman, Managing Director, Expedia - APAC
- Martin Kelly, Director, Travel Trends
- Sue Klose, Director of Corporate Development, News Digital Media
- Gordon Locke, VP Airline Marketing & Strategy, Sabre Airline Solutions
- Simon Monk, Chief Executive Officer, World Nomads
- Richard Noon, Chief Executive Officer, Webjet
- Dan Russell, Director, Cleancruising.com
- Darin Walters, Managing Director, Jetabroad.com
- Michael Walmsley, General Manager - Competitive Intelligence and Search Marketing Services
TRAVELtech, founded in 1999, focusses on the latest online travel marketing and web-based innovations.
It has a well-established reputation for delivering relevant, high-quality content and excellent networking - more than 300 delegates attended in 2007.
If you have any questions, suggestions or would like to sponsor, please call Martin Kelly on (612) 9882-1575.
Please visit the TRAVELtech photo gallery to see some photographs from the 2007 event.
More on TRAVELtech
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