Growth of Online Display
A recent study by Nielsen has shown online display to be the only media channel with a double-digit increase in ad spends worldwide over the first quarter of 2013. This is a trend which has become inevitable over the last few years as advertisers recognise the benefits and efficiencies of online campaigns.
Worldwide online display grew by 26.3%, most of this growth coming from emerging markets of Latin America (48%) and Asia-Pacific (33%). Due to the current climate, Europe saw a more modest growth of 10%, whilst all other media except Out-of-Home showed negative growth. The accountability of online is driving advertisers with ROI-led objectives to leverage the benefits of running campaigns which can be tracked and optimised throughout their duration.