Online ad spend continues to rise
If you needed further proof that online marketing remains a priority for businesses across the globe then this is it – the latest PricewaterhouseCoopers and IAB Online Advertising Expenditure Report shows all categories have experienced double-digit growth over the past year.
Total online ad spend stood at $3.6 billion, marking an increase of 14.6 per cent compared to 2011-12 and between the June quarters of 2012 and 2013, revenues rose 15.7 per cent.
So where exactly are companies choosing to spend their money? The figures indicate that mobile advertising is the one to watch at the moment, as marketing on smartphones and tablets has grown 161.3 per cent year n year in the June quarter.
This illustrates that any content strategy needs to encompass a range of different media in order to be the most effective – so keeping up with the latest trends is essential.
However, this should not be at the expense of more traditional forms of marketing, as the results of this particular study show that search and directories continues to be the biggest and fastest growing category of online advertising.
This category alone accounted for 53.8 per cent of online ad spend, while general display and classifieds were responsible for 26.5 and 19.7 per cent respectively.
When it comes to display advertising, motor vehicles, finance, and computers and communications were the top three industries using this particular method of marketing.
If marketers can learn anything from this research, it is that any approach needs to be well-rounded and responsive to the changing technological landscape.
Although trends may come and go – such as demand for mobile devices – there will be some mainstays of marketing that continue to make a difference year after year.
Which areas have you focused your ad spend on this year? How will that change over the next 12 months?
Posted by Emma Furze