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This study attempts to explore the key aspects pertaining to the growth of display advertising and some of the associated media substitution effect in USA. It has been done based on literature review and analysis of leading national advertisers’ data in USA between 1999 to 2011 period. It attempts to highlight the potential drivers of this adoption of display advertising in USA market by analyzing 65 advertisers who had minimum 6 years of available media data between 1999 2011 in USA market. These marketers were predominantly in the product categories of automotive; computers, software; financial services; food; medicines & remedies; personal care; retail and telecommunications (the product categories with at least 4 advertisers in the category in the study). The study has analyzed US advertising spend data of measured media (media data available by individual medium of TV, Magazines, Newspapers, Radio, Outdoor and display advertising based on data from Advertising Age ) and aggregate unmeasured media.

AN EXPLORATORY STUDY FOR UNDERSTANDING THE DRIVERS OF DISPLAY ADVERTISING SPEND IN USA