The latest digital advertising numbers show the steady growth of digital dollars: $144 dollars per user was spent in 2012, or nearly 4 times the amount spent per user in 2002.
The data also showed a smaller, yet steady growth, when compared in nominal dollars - or pegged to the 2000 dollar value. An 8-10% growth rate year-over-year is still significant, and shows continued confidence in online inventory.
When compared to television - roughly $220 spent on advertising per television viewer - the online spend is still much lower. However, each year it continues its steady march towards parity. And as more folks get their content from the Internet, it will be interesting to see how this ad spread plays out.
As far as areas of investment, search and display remained fairly consistent, with drops seen in email marketing and classifieds.
Broken down per user using nominal dollars, the very same data shows just how vital search advertising has been to the steady growth in digital dollars.
For marketers looking to understand their colleague's behaviors, this is very useful data to have - especially when considering the growth of display advertising. The common refrain involves the lack of CTR when it comes to display - yet the statistics show a continued investment in the medium.
Whether due to an increased number of users online, or a dearth of other advertising options, display advertising is still growing alongside search.
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