Internet display ad spending registers 27% global year on year increase
Expenditure on internet display advertising has risen by 27 per cent on a year over year basis, complementing a rise of 4.2 per cent in global TV ad expenditure and a 5 per cent increase in outdoor spend.
The data was contained in the latest of Nielsen’s quarterly Global AdView Pulse reports, which showed that in the first half of 2013 global TV ad expenditure was the leading advertising format with a 57.6 per cent market share.
This was fuelled by growth in marketing budgets across all regions – with the notable exception of Europe.
At the other end of the scale spending on newspapers, magazines and radio continued to decline, contracting -2, -1.9 and -0.9 per cent respectively. Despite this they still retain the second, third and fourth spot in overall media spend.
Cinema advertising suffered the most precipitous drop, notching up a fall of 5.9 per cent.
Randall Beard, global head, advertiser solutions for Nielsen. “For every dollar spent on advertising this quarter, 57 cents was spent reaching TV watchers; a worthy investment considering that global consumers reportedly trust TV over all other paid media channels.
“It’s clear that advertisers are wisely maximizing their opportunities to reach consumers across platforms with TV ad dollars showing no signs of slowing and noteworthy increases in internet ad spend. Recognizing the usage habits of consumers to best reach them through increased exposure is the savvy marketer’s game plan to make those messages hit home.”