TELSTRA: Australia’s biggest telecommunications company
TELSTRA, Australia’s biggest telecommunications company Telstra Corp Ltd says advertising revenue from its BigPond sites surged more than 50 per cent this year.
Telstra Media group managing director Justin Milne said “More experienced companies are coming to see that online and mobile advertising offers much greater return on advertising investment and more accountability, which is vital in trying economic conditions,”
“Our results so far this year indicate that online and mobile advertising is bucking the trend reported by traditional print and television sectors, which are watching their revenues shrink,” he said.
Research from Neilsen Online says consumers now spend more time online than watching television, although Roy Morgan Research disputes this finding.
“Online Advertising is becoming an attractive alternative for advertisers, particularly as the economy tightens up” says Australia’s biggest media buyer, Harold Mitchell.
“Marketers are becoming much more aware of accountability,” he told BusinessDaily.
“This has played right into the hands of the digital operators.”
The outlook for traditional media appears to be less robust.
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