Display’s ad spend growth rate to overtake search in 2011

Display advertising spend is expected to increase by 9.3% in 2011, more than search’s 4.4% rise, according to new media age.

The nma’s ‘Top 100 Interactive Agencies 2010 guide’ predicts that display will lead the digital recovery – a change from last year, when search was expected to grow 9% and display by 6%.

In 2009, the difference was even greater, with forecasts of a 17% increase for search and a 10% rise for display.

The survey indicates that display advertising will start to regain levels of pre-recession growth, with agencies claiming there is a renewed interest in brand-based display advertising.

The growth of real-time bidding platforms and ad exchanges over the past year are expected to be the catalyst for display’s boost.

Social media and mobile are also likely to see an increased focus from brand advertisers this year.

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