In another sign of confirmation that the display ad business is booming, Kantar Media estimates such advertising grew 14.6% in 2011â€²s first quarter.
Display, a.k.a. banner ads, was a bright spot in an ad industry that grew just 4.4% in Q1, Kantar reports. The growth pales compared to a 5.1% jump in Q1 2010, though that increase came after the U.S. economy started pulling out of a recession.
Kantar says that strong demand by automotive, media and travel advertisers prompted the rise in display advertising. Kantar doesnâ€™t track other forms of online advertising, like search.
The rise in display was trumped by a 31.9% jump in cable TV ad spending. Kantar attributed that rise primarily to the expansion of the NCAA Menâ€™s Basketball Tournament coverage on Turner networks and a consolidation of major college football bowl games on ESPN. Network TV ad spending fell 10.4% because of the absence of the Winter Olympics and college bowl games.
Kantarâ€™s estimate of a rise in display ad revenues comes after researcher eMarketer last week nearly doubled its estimate for online advertising growth in 2011 to 20.2%, compared to its previous estimate of 10.5%. The IAB also reported that Internet advertising grew 23% in Q1.
Author: / Posted: 13-06-2011