Kantar: Display Ads’ Gains Continued To Outpace General Market In 2010

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Not that there was any doubt that display advertising dollars were surging last year, but new numbers from WPP’s Kantar Media put that that into even better context. Looking at the first nine months of 2010, Kantar said display advertising had the second largest growth rate among the media sectors, up 7.7 percent compared to the year ago period. Outdoor was close behind, rising 7.3 percent. Only TV did better than both, gaining 10.5 percent. Newspapers were able to arrest the severe declines, dropping on 2.5 percent, as the general ad market rose 6.4 percent between January and the end of September.

At the end of last year, the major ad holding companies raised their expectations for display, as the ad recovery looked more and more solid heading into 2011. Kantar’s numbers for the 2010’s first three quarters show the momentum that helped prop display back up. WPP’s GroupM, looking at 2011 is expecting display to grow 13.1 percent next year in the U.S. while globally, online should surpass newspapers in ad spending by 2012, a year earlier than Magna Global predicted in its latest forecast. Meanwhile, eMarketer said online would grow 13.9 percent as 2010 draws to a close, with 10.5 percent this year.

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