Global Growth of Online Display Surges

Last month, Kantar Media reported its findings on ad spending for the first part of 2013 in the U.S. Now, Nielsen has just released its Global AdView Pulse Report for the same time period. It’s interesting to compare these reports and see how various segments of the the U.S. market are holding up when saleschart1compared to the global scene, especially for display ads.

Kantar Media noted that Spanish language TV, cable TV, national spot radio and out-​of-​home are all doing well in the U.S. this year but that overall spending will remain flat. Nielsen analysts found that TV continues to dominate globally with a 59% share of total media spending. Across all regions, spending on TV has increased 3.5%.  This increase is being offset by a steady, but not steep, drop in print advertising, globally.  Newspapers have lost 4.7% of their ad revenue and magazines are down 2.8%. Both of these mediums continue to matter in print format though and together command 27.7% of global ad spending. As far as Nielsen is concerned, the drop in the print market is more severe in the U.S. than it is in other regions. Nielsen also sees a 4.3% increase in out-​of-​home ad spending across all measured regions, a number that aligns with Kantar Media findings for the U.S.  Radio is holding onto a 5.5% share of global ad money this year but Nielsen has measured a 0.2% drop in spending on this format.

Online display advertising is the growth story of 2013 across the globe. Though the format only has 4.4% of worldwide ad spending, the growth rate is measured at 26.3%. The most rapid increases for online display are taking place in Latin America (48.2%) and Asia (33.2%).

Randall Beard, global head, Advertiser Solutions for Nielsen, says "although the changes in traditional media are slight, it’s worth noting how the placement of ad dollars is shifting over time." The rapid growth of online display may be slowing in the U.S. as other digital formats gain favor, but it is increasingly important in other countries.

 

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.