With the global recession in full swing the Nielsen Company Online, in their report on the Global Online Media Landscape, states that online display advertising has plateaued at 20 per cent of total online ad spend in the U.S. Spending on online display advertising by financial services, automobile and retail companies has declined steeply. On a more positive note however, several key, heavy ad-spending industries such as healthcare, consumer products and telecommunications appear to be moving towards more spending online.
The longer term prospects for global online advertising continue to be brighter, Nielsen reported:
* Led by social media, search and video, the Internet’s share of total ad spend will continue its steady upward trend as global economies emerge from the current recession.
* Given the increased focus on digital marketing by leading packaged goods companies, the Internet’s share of commerce will continue to rise.
* In the age of Twitter, feedback barriers have all but disappeared, creating a near friction-free environment for playing back brand experience, campaign reactions or brand events. Recent public cases show that marketers must be quick to react to these channels of instant feedback.
* 30 percent of U.S. mobile subscribers recalled seeing some form of advertising while using their mobile phones, up from 18 per cent the year before.
