Display Ad Spending Surges By 26.6% In First Half Of 2013

Multichannel Advertising eCommerce

TV remained the preferred advertising medium during the second quarter of this year, but it was display Internet advertising spend that stood out due to its growth rate, as I found out from the latest Global AdView Pulse report from information and measurement company Nielsen. Internet ad expenditure worldwide continued to grow by double digits, jumping by 26.6% year-on-year during the first half of 2013.

In a repeat of the first quarter of 2013, Asia-Pacific and Latin America were key drivers of display ad investment, delivering respective increases of 43% and 38.5%. Overall, Internet advertising spend accounted for 10% of total budgets, placing it at number three among advertising mediums.

TV remained firmly in the lead with regard to the share of ad spend, and spending in this area went up by 4.2% year-on-year between January and June this year. Growth was recorded in all regions apart from Europe.

Outdoor was the only category to deliver growth across all regions, with total spending on that format rising by 5%. In contrast, the first half of 2013 saw declines in newspaper, magazine, and radio ad budgets. Spending on newspaper ads slipped by 2%, investment in magazine advertising was down by 1.9%, and radio ad expenditure dipped by 0.9%. Nevertheless, these three categories continued to rank high by share of total spend, occupying the second, third, and fourth places, respectively. As for cinema, it was the medium that suffered the sharpest decline, with total spending down by 5.9%. Latin America was the only region where cinema ad spend remained in positive territory.