New Zealand Online Advertising 2007 Market and Vendor Analysis

Publication Date	February 2008
Publisher	IDC
Product Type	Report
Pages	35
ISBN Number	not applicable
Product Code	IDC04071

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Summary

This IDC study analyses the emerging New Zealand online advertising industry, with a detailed investigation of the main players, including a SWOT analysis of each. The study highlights the players that have the potential to enter the market. Finally, the essential guidance of this study identifies the concepts that IDC suggests players and potential players need to be aware of.

"The online advertising industry remains in an embryonic stage in New Zealand, with many publishers still learning how to earn or even protect revenue in this age of the Internet. The market, however, rapidly develops as industry participants begin to settle into their roles and as business models become more evident,"says Tim Shepheard, market analyst, Telecommunications, IDC New Zealand

Content

IDC Opinion
In This Study
Situation Overview
- The Online Advertising Industry
- Figure: Advertising Industry Revenue by Media, 2006
- Figure: Advertising Industry Revenue by Media, 1997-2006
- Figure: Online Advertising Spend, 2006
  - Online Advertising Types
  - Figure: Online Advertising Spend by Category, 2006
  - Establishment of the Interactive Advertising Bureau
  - Pricing Models
  - Figure: Online Advertising Value Chain
- Industry Structure
  - Model 1: Advertiser( Creative Agency( Media Buying and Planning Agency( Publisher
  - Figure: Online Advertising Relationship Model 1
  - Model 2: Advertiser( Creative Agency( Media Buying and Planning Agency( Internet Bureau( Publisher
  - Figure: Online Advertising Relationship Model 2
  - Model 3: Advertiser( Internet Bureau( Publisher
  - Figure: Online Advertising Relationship Model 3
  - Model 4: Advertiser( Creative Agency and Media Buying and Planning Agency( Publisher
  - Figure: Online Advertising Relationship Model 4
  - Model 5: Advertiser( Publisher
  - Figure: Online Advertising Relationship Model 5
- Advertisers
- Agencies
- Publishers
- Figure: Online Advertising Spend by Publisher, 2006
  - Yahoo!Xtra
    - Strengths
    - Weakness
    - Opportunities
    - Threats
  - Fairfax
    - Strengths
    - Weakness
    - Opportunities
    - Threats
  - APN Digital Media
    - Strengths
    - Weakness
    - Opportunities
    - Threats
  - ACP Digital
    - Strengths
    - Weakness
    - Opportunities
    - Threats
  - TVNZ
    - Strengths
    - Weakness
    - Opportunities
    - Threats
Future Outlook
Essential Guidance
Learn More
- Related Research
- Synopsis