Web display advertising declined in the second quarter of 2012 by 5.4 percent, Kantar Media says. The study did not track specific changes in advertising other than display formats, though. Search advertising and other "non-display" formats are not part of that specific finding. What the decline means is the issue. Some might speculate that mobile ads are leading to lower average selling prices.
One can argue advertisers are shifting spending to non-display formats, or to TV or some other form of marketing.
Whatever the reason, the declines are somewhat surprising. The continued weakness in print media is not surprising, nor is the growth of TV advertising.
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