Search Helps Online Advertising Soar: Study
ADOTAS – Advertising spending in general was flat as pancake in the first quarter according to new findings from Nielsen – but online advertising rose about 15%, with sponsored search link advertising driving the increase. Rich media led growth in display ads.
Among interactive advertisers, the health and telecom sectors posted the biggest increases in sponsored search link impressions, up 108% and 80% respectively. Hardware and electronics advertisers drove results in display impressions with 65% growth, followed by automotive and consumer goods companies, who posted increases of 45% and 42% respectively.
But here’s the bad news for digital advertisers: financial services companies, historically among the largest online advertisers, decreased investment during the period in both sponsored search impressions, down 15%, and display impressions, down 13%.
Nielsen found that spending for the 10 biggest ad categories dipped about 1% to slightly more than $10 billion in the first quarter – the automotive sector was hit the hardest, witnessing an 8% drop. (Ford Motor Co. slashed its budget by 26% to about $330 million).
Ad spend by the top 10 companies rose about 1% to just north of $4 billion. The #1 spender, Procter & Gamble Co., increased spending 20%.
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