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/