U.S. Ad Spending Rises, Online Fuels Advertising Growth
This week, Kantar Media released a study showing that global advertising industry has rebounded more quickly than expected, with a 3.2% rise in total advertising expenditures in the first six months of 2011.
According to emarketer, online advertising will prove to be a key driver of total media spend, accounting for 16.1% of total media spending in 2011 and nearly 22% by 2015.
It’s important to note that both search and display continue to be crucial elements in online ad budgets — display spending rose 13% and search nearly 9%.
It seems things are really looking up, especially for the digital display ad market. Recently, Search Engine Land columnist, Josh Dreller covered why display may out pace search – he called out that the fact is that paid search is a pull medium, it requires users to search on an engine to trigger an ad, while display is a push medium which simply requires page views to deliver [normally multiple] ads to the user. At the end of the day, Dreller cites that the page views online are growing exponentially faster than searches on search engines.
Kantars report went on to highlight the big spenders in the first half of 2011 – to learn more and see the top 10 list, click here.