Internet ad spend up 32% globally
Display Internet, outdoor and television advertising saw the greatest increases in spend during the first three quarters of 2013 compared to the same period the year before, according to the latest findings from Nielsen.
The quarterly Global AdView Pulse report reveals that last year display Internet ads, although measured in a smaller subset of countries, grew by more than 32% in the first three quarters compared to the same time period in 2012.
Internet ads are playing a “crucial role” in growing multi-screen advertising campaigns, Nielsen has said, and they are expected to grow to 50% of ad budgets in the next three years. Nielsen also say that if the medium’s rapid growth is any indication, marketers’ projections “are on the money”.
Outdoor advertising saw the next fastest growth, up 5.1% year-on-year.
Despite the the news, television remains king with a 57.6% share of all ad spending – and advertisers investing 4.3% more into the medium year-on-year.
Even in Europe, where total ad spending has been trending negatively for several consecutive quarters, TV advertising spending remained flat (0.0%) during the first three quarters of the year.
European advertisers, however, cut 6.5% of their ad spending on radio during the period.
Ad spend has also dropped in newspapers, magazines and cinema (2.2%, 1.1% and 1.3% respectively), as budgets are moved to television and display Internet.
YoY % change in spend during first three quarters of 2013 by media type
