Almost two-thirds of businesses (64%) increased their spending on online display advertising this year, while just 14% decreased their level of investment in this channel.
This marks a trend of increasing spend as the proportion of advertisers having increased their budgets for display advertising has gone up from 57% to 64% since 2009.
While this trend reflects the stabilised economy in 2013 compared to 2009, it also highlights increased confidence among advertisers and agencies that online display advertising is delivering value, largely driven by more efficient technology and better understanding of the channel’s performance resulting from improved attribution.
The findings come from the new Econsultancy Online Advertisers Survey Report, published in association with Rubicon Project.
Only a third of businesses (32%) manage their display advertising exclusively in-house, compared to 44% for paid search and 52% for social.
The data comes from a new Econsultancy and Adobe report that focuses on the use of paid-for digital channels, namely paid search, display advertising and social.
For many companies, the buying of these media is been owned and managed by different parts of the business with responsibility for different channels also split across in-house and agency teams.
The report found that display is the most likely to be managed exclusively by an agency with social the least likely to be outsourced.
The display space has been the subject of numerous exciting innovations over the course of 2012, resulting in some fantastic growth in the industry.
Europe’s online display ad spend for 2012 will reach £3.8bn, and grow at a rate of 13% to be £6.2bn by 2016 – all extremely healthy signs that the sector is on the up.
At the end of every year, executives and pundits put pen to paper (or fingers to keyboard) to project how their industry will change in the months ahead.
Some years that change is downright incremental. In others, there’s a significant shift in how people do business, reach their customers, and make money.
2013 is one of those years.
David Sasson is COO of content discovery solution Outbrain, the sponsor of the Content Marketing Survey Report being published by Econsultancy next week.
David, who will be on the panel for the research launch event in London next Wednesday, spoke to us about the growth of content marketing and what the company's platform can offer for publishers, advertisers and consumers.
This month has been a busy time for the online display advertising world with the huge dmexco trade show in Cologne followed by AdTech and two display-focused conferences taking place in London last week.
This post covers some of the main trends and challenges discussed at these events, some of which were outlined in my State of Display presentation at OMMA Display.
While there is much excitement around the growth of real-time bidding, there has also been plenty of realism and candour about the industry's on-going struggle to address the issues which are preventing brand advertisers from investing more of their advertising budgets.
Disruptive technological advancements in display advertising have opened a wealth of options for marketers. They can optimise as never before by running personalized, cost-effective, scalable campaigns, in real time.
In the fast-paced world of online advertising, enhanced targeting can generate real time decision making and thus create performance uplift.
Making sense of this real time revolution is a formidable task. My goal in this series is to help marketers put things in place while offering practical advice. In part one, I discussed real time bidding (RTB).
Now, part two is dedicated to dynamic creative.
A key trend highlighted in our recently published Real-Time Bidding Buyer’s Guide is that media buyers working with RTB for their display campaigns are gradually translating these capabilities to other channels, such as mobile, video and social.
As internet-connected mobile devices find their way into the hands of more and more consumers, advertisers are increasingly focusing on the mobile channel.
Earlier this year, comScore found that the number of advertisers buying mobile inventory has grown 120% in two years.
Given the rise of mobile, it's no surprise that some are suggesting mobile could quickly become one of the most important channels for advertisers.
For instance, Razorfish's Mobile Practice Lead, Paul Gelb, has predicted that mobile will surpass the $130bn/year television advertising market -- and soon.
Fragmentation of media across all digital disciplines such as display, search, social, mobile and video is changing the way that people view, purchase and manage their media budgets.
This has positive and negative ramifications for buyers, suppliers, agencies and specialists in field. It also sparks an age old specialist v generalist debate on how we select media and technology vendors and utilise human capital within digital organisations.