According to a new Nielsen report, display advertising – including banner ads – grew 26.3% in the first quarter, led mostly Asia-Pacific and Latin America, where display advertising grew 33.2% and 48.2%, respectively. The one major caveat to the study is that Nielsen hasn’t developed a system to measure search and mobile, as accurate tracking of those categories is difficult. Nonetheless, the display advertising figures reported by Nielsen are in line with other researchers’ numbers as well; the IAB reported that display advertising grew by 9% in the US in 2012, which fits with the Nielsen numbers. It still appears, however, that TV will retain its overall dominance in ad spending – at least in the short term.
Advertising company Turn has reported that in Q1 of 2013 the average CPM for video and display ads grew 6 and 15 percent, respectively, while mobile and social ads each saw average CPM declines of 45 and 20 percent, respectively. The decline in mobile ad prices has been attributed to concerns over a lack of standards for anonymous tracking. Social ads remain immensely popular with their low price and detailed targeting options, but the growth in display and video ads shows a desire among advertisers to continue to use big canvas formats. The report also made reference to a highly desirable, young demographic called “the digital elite,” which is drawing up to 85% greater CPMs due to its social nature, strong internet presence, and large amounts of disposable income.