We’ve all heard the buzz and the ‘content is King’ phrase repeated over and over, but it looks like display ads are booming as a result of high quality content online. Kantar Media has estimated display ad advertising growth at 14.6% for 2011’s first quarter, not a bad start to the year.
Display ads, also known as banner ads, have stood out in an industry that has only grown 4.4% in Q1 as a whole, Kantar reported. This growth is proof that companies continue to apply more budget to their online advertising campaigns, which is understandable given the level of control and ROI associated with the medium. Kantar has said that the rise in display advertising can primarily be attributed to a strong demand by automotive, media and travel companies to advertise online. It’s important to note that Kantar doesn’t track other forms of online advertising, such as search.
Kantar’s estimate of an increase in display ad revenues has come after researcher eMarketer predicted that online advertising will grow 20.2% in 2011, nearly double its original estimate of 10.5%. The IAB has also reported that Internet advertising grew to 23% in Q1 of this year.
These numbers are fairly impressive, but not all that surprising considering the amount of time people are spending online, including the mobile web. If you’re a business, you may want to consider different online advertising methods apart from the traditional paid search component of Google – especially since there has been major saturation among many industries. Google’s Display Network is fantastic – we will be seeing major emphasis on content based campaigns this year, including remarketing, which we will be covering very shortly in a future article. It’s important to think outside the box and leverage what you can where you can, especially in a competitive marketplace. What can you do to enhance your advertising campaign(s)?
Have you or your company been spending more on online advertising so far this year?