Telstra’s online and mobile sites are stealing revenue from traditional print and TV sectors, the company has claimed, with the tough economic conditions aiding its growth while traditional media suffers.
The telco has said its BigPond sites have recorded more than 50% growth in total advertising revenue since the beginning of the year, including strong growth in the September quarter.
Chris Taylor, general manager of network advertising for BigPond said the online advertising opportunities of Telstra Media had “established itself as a serious player in the advertising market and is already gaining market share”.
Taylor said BigPond is now being recognised as an advertising network with the sales options like its sites for the NRL, AFL and BigPond Movies. “It has become an obvious destination for digital media buyers to spend their money, where they have traditionally dumped it on NineMSN and Fairfax,” he said.
While Telstra would not reveal a dollar value of the revenue increase, Taylor confirmed claims that its online and mobile ads are “bucking the trend reported by traditional print and television sectors, which are watching their revenues shrink”.
Justin Milne, managing director of Telstra Media Group said the growth reflects confidence among advertisers that online and mobile advertising offered advantages over traditional advertising formats.
“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,” he said.
