In January, digital media advertising growth continued its slowdown to single-digit percentage gains -- off from its big double-digit hikes in previous periods.Standard Media Index says that for the second month in a row, digital advertising spend had modest growth: For January this was 6.3%, well off the 15% to 20% growth for most of 2016.
Bright spots for digital came in the categories that are increasingly competitive to traditional TV. Digital video advertising on pure-play platforms rose 33%, while social media ad spending had nearly the same growth, at 29.5%. Pure play internet radio was next at 17.7%.
Digital categories with a mediocre performance include search advertising, which grew only 2.9%; content advertising, which slipped 0.8%; ad network/ad exchange, which improved 3.3%; and mobile ad network/ad exchanges, which were down 2.2%.
Overall TV networks’ digital advertising revenue declined to 2.9%