Multi-screen campaigns, media buys that extend across web, mobile and more, were said to be a key factor in these growth figures. This data coincides with ANA and Nielsen's study in late 2013 that predicted that multi-screen campaigns will account for 50% of advertising budgets by 2017.
Year on Year % change in spend during first three quarters of 2013
Despite internet advertising's huge rate of growth, it still only accounts for less than 5% of total advertising spend, with TV, Radio, Magazines and Newspaper all still ahead.
TV spend saw a moderate increase of 4.3% which cemented its position as the dominate channel for global advertising spend at 57.6%. Other traditional channels saw a percentage decrease, except outdoor which saw a strong rise of 5.1% compared to 2012.
Randall Beard, head of advertiser solutions at Nielsen, stated: “While it comes as no surprise that Internet is the most rapidly growing media type for advertisers, TV is still the leading medium by spend by a long shot." He added: "But the really exciting development is how the two can work together. We are consistently seeing advertisers turn to integrated campaigns to connect with consumers on multiple screens, reinforcing their messages strategically to maximize impact.”
The news of increased internet advertising spend comes days before Google and Facebook release their quarterly earnings report.
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