IAB: Online ads to overtake print by 2016
Search continues to dominate; new social media category reported.
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Hawke’s Bay
The Interactive Advertising Bureau’s latest figures show total interactive or internet ad spending has jumped to $99.21 million for the first quarter of 2013. This is an increase of 26% of ad spend year on year.
The IAB now predicts online advertising will overtake print newspaper advertising by 2016 (see graph 1), which IAB general manager Alisa Higgins says is a conservative estimate.
Search and directory advertising takes up 41% of internet advertising, followed by classified advertising (31%) and display advertising (25%). New category social media accounted for 2% of total online advertising spend (see graph 2)
This is followed by mobile, which takes up 1% of total internet advertising. However mobile leads the categories with 196% year-on-year growth. Mobile is forecasted to triple in three years to $6.91 million by 2016.
Search and directory advertising expanded by 38%, followed by video (up 33%), classifieds (up 18%) and display (up 12%).
Following industry feedback, changes were made to the report’s methodology to account for other channels such as ad exchanges, social media and mobile.
While social media spend is now included it only includes advertisers who purchased ads on social media channels through a media agency.
All growth percentages are “normalised” to exclude the effect of new contributors to percentage measures of industry growth and also to remove the effect of any previous contributors that have not provided figures for the current quarter.
Victoria Young
Fri, 07 Jun 2013
Fri, 07 Jun 2013
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