Nielsen’s latest quarterly look at the global advertising market is out, and the report shows internet display advertising grew by more than 32 percent in the first three quarters of 2013.
That makes online display advertising the fastest growing advertising media. That said, it remains the smallest with just 4.5 percent market share. TV advertising remains the number one channel, by far. TV ad spend actually increased 4.3 percent through Q3 to hold 57.6 percent share. Nielsen notes that even in Europe, which has seen advertisers spending less overall for several quarters, TV ad spend was flat.
Touching on the developments of the past year that saw digital media companies reach out for a cut of TV ad dollars — Twitter launching its Amplify program, YouTube becoming an anchor in Google’s first up-front deals with major advertising agencies, and Facebook testing video advertising — Randall Beard, Global Head of Advertising Solutions for Nielsen said of TV and digital, said,
“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. 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.”
Overall advertising grew 3.2 percent across all media to hit $243.5 billion at the end of Q3 2013. Latin America lead regional growth with a 13 percent increase year-over-year. North America saw weak overall growth of just 1.7 percent through the end of the third quarter, however internet ad spending increased by 4.4 percent. The Asia Pacific region saw astounding online growth of 56.1 percent, compared to 7 percent growth overall.
Along with internet and television, outdoor was the only other media to see an increase in spending year-over-year. Radio, newspapers and magazines all saw marginal declines.