Fueled by Strong Social Gains, Digital Ad Spend Growth Continues to Outpace other Media Formats

Fueled by Strong Social Gains, Digital Ad Spend Growth Continues to Outpace other Media Formats

Digital ad spend is experiencing consistent growth year-over-year (YoY), while Print has been faced with stark declines. Digital ad spend increased by 12% in Q2 2018 as compared to Q2 2017. The spend growth was largely attributed to Social and Video-only Websites, which grew 45% and 21%, respectively. Content and TV-websites improved by 18%. Search was down 5%.

Conversely, Print experienced the largest drop of all media channels as ad expenditures decreased by 22% in comparison to a year ago. While the World Cup did generate a slight boost, TV ad spend remained relatively flat, increasing only by 0.2%.  Out of Home was the only other media channel to post a gain which totaled 9%.

What this means for marketers: As print continues to experience declines, there may be more opportunities to negotiate additional value from multi-channel media partners.  Advertisers may want to consider consolidating efforts with partners that can offer a mix of media options including Social, Video, as well as Branded Custom Content which can be featured on-air, online and/or in-book.  Negotiating licensing and usage rights may also be a benefit to advertisers as custom content can be a great tool to extend reach and the life of a campaign by featuring it on the advertiser’s site and promoting it through branded social media platforms.

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