Not that this is really news to anyone, but advertising dollars continue to shift online. Four of the Big 6 agency holding companies, Aegis, Havas, Interpublic, and Publicis have contributed to a report by Standard Media Index, which is the best view to date of how dollars are allocated by big agencies on behalf of global brands.
Fueled by double digit growth in every sub-segment, overall digital spending rose 17% during the first quarter to 23.5% of agency media buys.
While mobile (+92%) and exchange-based digital buys (+46%) were the fastest growing sectors, display (+12%) and search (+12%) still account for dominant shares of digital spending. During the first quarter, direct-from-publisher display advertising accounted for 8.6%, and search accounted for 6.2% of all buys made by the major agencies.
63% of marketers project that the dollars allocated to online brand advertising will grow in 2013, while one in five believe the increase will exceed 20%, according to Vizu, a Nielsen company, and the CMO Council.