According to an article in the Australian marketing magazine AdNews , the Australian online display advertising market is changing. ABN Amro estimate that NineMSN’s share of revenue has decreased from 32% in 2005 to 24% in 2007. However, the challengers such as Fairfax Digital and News Digital Media has seen their share of revenue to increase respectively from 14% to 17% and 8% to 13% over the same period of time.
Lee Stephen, CEO of Aegis Media attributes this loss to a slow move toward more innovative ad units and a delayed start with social media networks., which resulted in NineMSN to miss out on ‘mass community’ such as MySpace and Facebook.
On the other hand, Fairfax Digital and News Digital Media have made a quicker move by providing premium ad units and capturing more revenues from agencies.