comScore is sharing some research indicating that despite a recent study from the IAB and Price Waterhouse Coopers saying that display-related ad spending declined in Q4 2008, banner ad spending actually increased.
comScore’s Gian Fulgoni breaks down what was actually taken into consideration for “display-related” ads. This includes banner ads, rich media, video, and sponsorships. Take a look at comScore’s chart:
So by these numbers, banner ads actually increased by 8% in a year’s time, and videos grew an astonishing 74%. Of course there is nowhere near the amount of money being spent on videos as there are for banner ads.
“Is it, perhaps, that the tough economy is behind these shifts, causing advertisers who are already using the Internet to shift dollars from more expensive rich media and sponsorship formats to cheaper banner ads?” asks Fulgoni. “I think it’s very likely that that is indeed happening. It’s also possible (and I hope this isn’t just wishful thinking on my part) that advertisers are beginning to recognize that a display campaign overlaid on a search campaign can produce some valuable synergy. The results of comScore’s research have certainly shown that this synergy exists.”
Interesting point. That reminds me of an article I wrote last year on that very subject. The bottom line is that you have to stick with what advertising methods work for your business. Experimenting is certainly encouraged, but that’s why there’s testing. Figure out what works, and build upon it. You are likely to find that a combination of different methods will work together nicely.
