Content Marketing Blog

Online marketing spend ‘on the rise’

Online advertising is taking up an increasingly large share of the global marketing spend, according to new figures.

A Nielsen quarterly report showed that while 'traditional' media types – such as TV and newspapers – garnered the lion's share of expenditure, digital is quickly carving into their budgets.

The report, which tracked the first three months of this year, revealed internet marketing experienced a 26.3 per cent boost year on year, with the Asia-Pacific region boasting a 33.2 per cent improvement when compared with 2012.

Internet marketing spend now comprises 4.4 per cent of total advertising outlay, which is more than outdoor campaigns (3.3 per cent) and approaching the amount of money invested in radio (5.5 per cent).

According to Nielsen, TV remains the heavyweight of the advertising world, enjoying 59 per cent of the media share and 3.5 per cent global growth.

However, print and magazine spending slumped 2.8 per cent and 4.7 per cent worldwide respectively, and collectively lost 7.2 per cent in the Asia-Pacific region.

This may have positive implications for digital content marketing strategies, showing businesses are moving away from historically popular methods of reaching audiences and exploring online alternatives.

Interestingly, digital advertising seemed immune to economic conditions, showing 10.4 per cent growth in struggling Europe, while TV saw a 2.9 per cent decline in the region.

Randall Beard, global head of advertiser solutions at Nielsen, said TV ad increases are becoming less steep, making way for digital growth.

"Although these changes in traditional media are slight, it’s worth noting how the placement of ad dollars is shifting over time," he explained.

"We'll continue to monitor these shifts in media spending and the impact for marketers in the short and long term."

A solid content marketing strategy is a central part of any digital advertising campaign, so please contact us to learn more about how you can improve your current approach.

Posted by Francis Finch