The online display advertising market is in a healthy state at the moment, with more than half of advertisers increasing spending in the past 12 months. 

According to Econsultancy's Online Advertisers Survey Report, produced in association with the Rubicon Project, the fastest growing area of investment is Facebook advertising, with 71% of 400 respondents increasing spending in the past year. 

Some highlights from the survey after the jump... 

Spending trends

In general, advertisers are much more likely to have increased spending across the board, with Facebook advertising the fastest growing area, with 71% increasing their investment. 

58% have increased spending on online display advertising in the last year, 57% on paid search, and 54% on the Google display network. 

Has your spending on the following channels gone up or down in the past 12 months? 

How display advertising is bought

63% of advertisers say they buy from online advertising networks, while 32% say they use sales houses or rep firms. The proportion of online display spend made through ad networks now stands at 55%, compared to 31% in 2009.

Online advertising exchanges  and DSPs are still used by only a minority of advertisers. On average, the proportion of online display budget spent through exchanges and DSPs is 30% and 32% respectively.

Do you buy display advertising using any of the following? 

Real time bidding

Real-time bidding (RTB) has had a significant impact on the way that online display advertising is bought, as it enables advertisers to target the right kind of individuals dynamically at an impression level.

It is becoming more mainstream, though the data does suggest that many advertisers are yet to fully understand the benefits of RTB. 

Just under half (48%) of respondents say that improved performance is a benefit of real-time bidding, while 42% of advertisers point to reduced media wastage, better targeting capabilities and lower cost per acquisition.

What do you see as the advantages of real-time bidding? 

A separate Online Publishers Survey Report (based on the data from nearly 500 online publishers, sales houses and rep firms) will be available on our website later this month. This second report will also contain the findings of a shorter survey of online advertising networks.

Graham Charlton

Published 5 October, 2011 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

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Comments (1)


Steve Hill

I would love to know how many of the firms that increased the amount of money they spent on display advertising did so by pulling back on their budgets for other forms of advertising and how many just increased their budget altogether.

over 6 years ago

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