Internet ad spending continued to rise in the first half of 2012, according to Nielsen’s quarterly Global AdView Pulse report.
Overall growth came with substantial strides in Internet ad spending for emerging markets. The Middle East and Africa enjoyed a 30.3 percent jump in spending, while Latin America saw its spending rise by 20.6 percent. Despite an overall down quarter for ad spending, Europe also saw strides in its Internet ad spend growth with an 11.2 percent leap.
Internet ad spending growth came with a 2.7 percent jump in overall ad investments. According to Nielsen’s study, overall ad spending was up in the second half of 2012. Those figures come with ad spending growth for all major sectors excluding magazines.
Nielsen says that magazine ad spend growth failed to gain traction in both North America and Europe. North America saw a substantial reduction in magazine ad spending with a 3.9 percent drop for the quarter, while Europe’s magazine ad spending also fell with a 6.9 percent reduction for Q2. Overall, global magazine ad investments were down 1.3 percent.
Television only saw a modest increase in ad spending with 3.1 percent. While television ad spending failed to gain much traction for the quarter, it still takes the majority of advertising dollars with 61 percent of global ad investments.
The study shows that emerging markets are a growing recipient of television advertising dollars with a 30.1 percent increase in television advertising spending going to the Middle East and Africa.
Nielsen’s figures show that while Internet ad spending is on the rise, it was unable to exceed last quarter’s growth margins. The first quarter this year saw substantial increases for Internet ad spending with a 12.1 percent jump overall.
Programmatic is taking over the digital advertising world, and at an even faster rate than expected, according to eMarketer, which raised its forecast for programmatic ad spending in the U.S. on the back of growth in mobile and video programmatic buys.
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