Despite an increase in ad fraud and users installing ad blockers, marketers continue to up their digital advertising spends by ungodly amounts. Records continue to be set with every passing quarter, as with Q3’s total spend of $15 billion, a 23% jump from Q3 2014, according to Interactive Advertising Bureau’s tallies, released today.
That portends a doorbuster of a number for holiday advertisers in Q4. Digital ad spend during the final quarter of 2014 was a little over $14 billion, which was 16% more than in that year’s third quarter. A similar rise this year points to a fourth quarter total of $16.3 billion, though it could range much higher if it follows the more aggressive spending trend set in the past quarter.
New options from Facebook and Google are accelerating spends, as are the proliferation of buy buttons in social media advertising. An increase in multichannel campaigns is also playing an important part. “Brands and agencies are focusing ever more attention on interactive screens, following consumers as they flock to digital platforms to be entertained, engaged, and informed,” said Sherrill Mane, SVP of Research, Analytics, and Measurement at IAB.