Internet display ad spend was up 26.6 per cent globally in the first half of the year, while traditional media experienced general declines, according to Nielsen’s quarterly Global AdView Pulse report. Analysis by MediaTel.
Excluding television – which kept its position as the front-running media format for advertising in Q2 2013 – traditional media budgets took some hits as spending in newspapers, magazines and radio all declined.
However, despite decreases in spend, the three media categories still hold the second, third and fourth ranks based on share of media spend.
Ad spend in cinemas declined the most in the second quarter, down -5.9 per cent as a result of expenditures declining in all regions, bar Latin America, while outdoor spend was the only media type to grow in all regions measured, up five per cent.
“For every dollar spent on advertising this quarter, 57 cents was spent reaching TV watchers; a worthy investment considering that global consumers reportedly trust TV over all other paid media channels,” said Randall Beard, global head, Advertiser Solutions for Nielsen.
“It’s clear that advertisers are wisely maximising their opportunities to reach consumers across platforms with TV ad dollars showing no signs of slowing and noteworthy increases in internet ad spend. Recognising the usage habits of consumers to best reach them through increased exposure is the savvy marketer’s game plan to make those messages hit home.”