Investments in online advertising will grow by 12% this year compared with 2011: the latter was stated by Iab Italia president Simona Zanette at the 10th. Iab forum, the annual meeting of the interactive advertising bureau.
Moreover, the data regarding the first half-year of 2012 show a 14% increase compared with the same period of 2011 (from 14.94 million to 17.03 million in 2012).
An essential contribution to this growth comes from the significant investments that companies have made in social networks: the Financial Times has estimated that from its sponsored ads Facebook will gain about 6.8 billion dollars in 2014 (3.6 more than in 2011). While Twitter will achieve 808 million dollars (up from 140 in 2011) and, LinkedIn will have earnings worth 513 million, more than three times more than in 2011.
As for mobiles, Twitter is absolute first: at present gains from ads on mobile devices are higher than those achieved from desktops.
General Motors recently stopped investing in ads on Facebook, shifting to Twitter, because “the investments did not increase the number of cars bought by consumers”.
Chevrolet director Andrew Dinsdale expressed his great satisfaction for this choice, since “Twitter is unique in its kind, it offers exclusive opportunities to involve customers on social networks at a level in which nobody else can compete”. Indeed, the response rate to Twitter ads is from 1 to 3%, considerably more than that of traditional online advertising.
Another interesting trend in 2012 is online videos: in 2012 videos on the Internet have generated 89 million euro, 85% more than in 2011 (Nielsen), which shows that the online advertising market is not only constantly growing, but also continuously evolving.