Marking a broad shift in the way advertising dollars are spent, major industry advertising segments are moving more of their ad dollars to the web, Nielsen/NetRatings reports. “For the first time the biggest spending advertisers are moving more dollars to online advertising,” Nielsen says.
The advertising categories of business and consumer services, autos, pharmaceuticals, travel/hotel/resorts, and insurance and real estate led all industries in growth in online advertising for the first quarter of this year over the same period of last year, Nielsen says. "The lion's share of this growth is now coming from industries known to spend significantly on traditional advertising," says Charles Buchwalter, vice president of client analytics. "These industries are among the largest advertising spenders in the world economy, and even a small up-tick in the amount of budget they allocate to online media has an impact that is felt immediately by online publishers."
Business and consumer services, including financial services and telecommunications companies, led all industry segments with a year-to-year increase of $100 million in Q1, a rise of 21%. The auto sector followed with a $30 million increase, or 90.5%, to $57 million from $27 million. The advertising segment of drug/remedies grew online spending by 59%; the travel/hotel/resorts segment, 15.5%, and the insurance and real estate segment, 29%.
Nielsen adds that several consumer products goods companies, including Pepsico, Anheuser-Busch and Coca-Cola, are increasing their advertising on sports/recreation web sites in an effort to extend their reach to online consumers.
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