Internet Ad Spending Soars
TV Advertising Still Captures Most Dollars
Spending on internet advertising boomed in 2013, a year in which marketers also upped their investment into television and outdoor advertising. That’s according to the Nielsen Global AdView Pulse report, which revealed that worldwide spend on web display ads increased 32% year-over-year during the first three quarters of 2013. Outdoor advertising was the second fastest growing market, rising 5.1% during the same period. And while television advertising grew at a slower pace (4.3%), the older medium continues to capture the most ad dollars, accounting for 58% of spending on advertisements across the globe.
"While it comes as no surprise that internet is the most rapidly growing media type for advertisers, television is still the leading medium by spend by a long shot," said Randall Beard, global head of advertiser solutions at Nielsen. "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."
While screen-based advertising expanded, traditional media outlets again experienced ad revenue declines. Newspapers dropped 2.2%, while magazines, radio and cinema also went backwards. Nonetheless, total global ad spending increased 3.2% during 2013’s first three quarters. The Asia Pacific zone’s 7% spike in ad spend made it the fastest-growing region, while the North American market ticked upward 1.7%. The situation was bleaker in Europe, where ad spend fell 3.8%, though Nielsen says this appears to be a bottoming out of contraction within the region.