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BizReport : Research : August 28, 2007
AdRelevance service launched in New Zealand
Last week saw the launch of Nielsen//NetRatings’ AdRelevance service in New Zealand, home to the Asia-Pacific region’s third largest online population.
Long awaited AdRelevance insights in to the New Zealand market were announced last week in an event dubbed “AdRelevance – New Zealand’s Barometer of the Online Advertising Market”.
AdRelevance provides detailed insights into which companies and brands are advertising online, which websites are running campaigns and the type of advertising, creative, duration and frequency of those campaigns.
Initial figures were encouraging, said Allan Dib, Nielsen//NetRatings’ managing director for the Pacific region. They revealed that 1,051 ad campaigns were run during the month of July this year, consisting of a total of 2,260 display ads run by 532 advertisers. Altogether the campaigns attracted a total of 1.58 billion ad impressions – that’s nearly a quarter of Australian ad impressions (6.85 billion) for the same period.
"The amount of ad impressions in New Zealand is very encouraging, considering we estimate the Australian internet population to be about five times the size of New Zealand,” he said. “This highlights how well-timed the release of AdRelevance into the New Zealand market is.”
Black Diamond Technologies (Mitsubishi Electric) had the highest New Zealand display ad activity online in July this year, with 24 campaigns consisting of 58 banners, followed by Amazon with 23 campaigns and and Air New Zealand with 16.
Tags: AdRelevance, New Zealand, Nielsen//NetRatings, online display advertising, Pacific
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