Almost two-thirds of businesses (64%) increased their spending on online display advertising this year, while just 14% decreased their level of investment in this channel.
This marks a trend of increasing spend as the proportion of advertisers having increased their budgets for display advertising has gone up from 57% to 64% since 2009.
While this trend reflects the stabilised economy in 2013 compared to 2009, it also highlights increased confidence among advertisers and agencies that online display advertising is delivering value, largely driven by more efficient technology and better understanding of the channel’s performance resulting from improved attribution.
The findings come from the new Econsultancy Online Advertisers Survey Report, published in association with Rubicon Project.
Has your spending on online display advertising gone up or down in the last year?
The research explores online advertising trends, including budgets, use of different channels, real-time-bidding (RTB), demand-side platforms (DSPs) and private marketplaces.
This year’s study is based on a survey of more than 1,000 online advertising professionals carried out in August 2013.
The report also shows that the increase in spending on display advertising is part of a wider trend for increased investment in digital channels.
Reflecting the continued growth of Facebook as an advertising platform, the most buoyant area of investment continues to be Facebook advertising, where 68% say they have increased spending in the last 12 months compared to 71% who said the same in the 2011 survey.
At the other end of the scale, almost half of respondents (48%) said that they had either decreased or maintained the same level of spending on the Google Display Network, though this obviously means that 52% have increased their spend.
Has your spending on the following channels gone up or down in the last year?
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64% of businesses increased spending on online display this year: report