Display Dominates Ad Spend & Actions
With all the channels competing against it – social, video and mobile – the bulk of marketers’ advertising spend is still going to display ads (63 percent), which also drove the most actions (89 percent).
This is just one finding of Neustar’s recently released quarterly Media Intelligence Report. Another notable trend is that despite display ads' dominance, social media advertising is proving to be the best cost wise, coming in at 70 percent below the industry average for cost and showing a 32 percent cost decrease quarter over quarter.
According to the report, the decrease in the cost of social stems in part from the growing use of efficient demand-side platforms to purchase social impressions.
As social advertising becomes more affordable and commonplace, video also becomes more popular but also more expensive. In fact, driven by events like the FIFA World Cup, advertisers in Q2 looked to major networks serving soccer-related content and bought more video impressions there. The popularity is not reflective of lower costs, however, as network costs rose 28 percent over the last quarter, but new and better video targeting and measurement tools are giving marketers the power to promote brand awareness, even as its costs increase, according to the Neustar report.
(In the image above, notice display advertising drove the most actions (89 percent), while social drove the second most. Similar findings can also be found in the number of impressions from these two channels.)