Companies increase digital ad spend over traditional media

27 Jan 2014

Companies are moving away from traditional advertising staples like magazines, radio and cinema in favour of internet and television, according to Nielsen’s quarterly Global AdView Pulse report.

The survey measured across the first three-quarters of 2013 of almost 100 countries across the world show ad spend on the internet has received a 32.4pc increase from the same time in 2012.

Internet ads are playing a crucial role in growing multi-screen advertising campaigns, which are expected to grow to 50pc of ad budgets in the next three years. 

If the medium’s rapid growth is any indication, these figures are a considerable indication of the future trend in advertising. 

Decline of traditional media spend

The next largest growth in ad spend happens to be one of the oldest, outdoor advertising, which showed an increase of 5.1pc.

The next largest receiver of ad spend was television, with 4.3pc, however, it still reigns supreme with a 57.6pc share of all ad spending.

Nielsen ad spend

Even in Europe, where total ad spending has been trending negatively for several consecutive quarters, TV advertising spending remained flat (0.0pc) during the first three-quarters of the year.

All other media that was taken into consideration showed continuing decline, including radio (0.7pc), newspapers (2.2pc), magazines (1.1pc) and cinema (1.3pc).

As television and internet become more entwined, figures predict we are more likely to see an amalgamation of sorts in ad spend in the future, as the other forms of advertising continue to decline.

Online advertising image via Shutterstock

Colm Gorey was a senior journalist with Silicon Republic