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Digital Ad Spend Rising, Twitter Up

04 Jul 2013

Ad spending soared at Twitter and YouTube in May, whilst Yahoo and Facebook suffered small declines. Twitter dollars jumped 95 per cent, while YouTube was up 43 per cent compared to May 2012. Yahoo fell 4 per cent and Facebook was down 1 per cent.

The figures come from combined spending by four large holding companies -- Aegis, Havas, Interpublic and Publicis -- representing about 60 per cent of total agency spend.

Total digital dollars for the top-20 digital vendors in May were up 42 per cent versus last year, according to Standard Media Index (SMI), which monitors actual booking data at the four large groups. Digital had its largest one-month year-over-year gain since August 2010.

The drops at Yahoo and Facebook in May were well below the double-digit declines each has experienced in total over the first five months of the year. SMI figures show Yahoo is down 15 per cent and Facebook has dropped 17 per cent.

Google, which is listed separately from its YouTube unit, dominates the top 20 in share at 13.7 per cent in May, when it had a 4 per cent growth.

Within the broad digital category, SMI data shows that mobile spending leaped 122% in May, while spending on online video was up 92 per cent. Spending on exchange-based digital platforms increased 87 per cent for the four holding companies combined, while social media increased 54 per cent.

Behind digital, out-of-home was the category with the second-highest growth last month, up 31 per cent. Radio (18 per cent) and magazines (16 per cent) both more than doubled total TV (7 per cent). Newspapers fell 8 per cent.

For the first five months of the year combined, total TV (61.4 per cent) gained share in the overall ad market versus the broad digital category (23.5 per cent).

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