Global internet advertising spend surges 32%

Display internet advertising has surged 32 per cent worldwide in the first three quarters of 2013 compared to the same period in 2012, according to Nielsen’s quarterly Global Adview Pulse report.

Nielsen states that the industry's stellar performance was driven by its crucial role in growing multi-screen campaigns which are expected to account for half of all ad budgets by 2017.Strong performances were also turned in by outdoor and TV advertising with the former up 5.1 per cent year on year although TV still rules the roost as far as advertising goes - despite posting a relatively modest four per cent growth over the same period.TV now accounts for 57.6 per cent of all ad spend globally although there are significant regional variations in performance, such as in Europe where TV spending remained flat over the period.Radio performed less well, falling 0.7 per cent over the period, led by Europe which suffered a 6.5 per cent drop amongst advertisers. By contrast in Latin America advertisers invested 12.4 per cent more in the medium.Randall Beard, global head of advertiser solutions at Nielsen, said: “While it comes as no surprise that Internet is the most rapidly growing media type for advertisers, TV is still the leading medium by spend by a long shot. But the really exciting development is how the two can work together. We are consistently seeing advertisers turn to integrated campaigns to connect with consumers on multiple screens, reinforcing their messages strategically to maximize impact.”Other sectors to trend negatively were newspapers, magazines and cinema, which dipped 2.2, 1.1 and 1.3 per cent respectively.

YoY % change in spend during first three quarters of 2013 by media type

Percentage share of media spend - year to date