The technology industry hasn’t seen a first-quarter jump of this magnitude in several years—especially not when advertisers are exercising restraint in most other industries. But it speaks to a larger, recent trend of consumers’ willingness to adopt new technology, and advertisers are making sure they don’t miss an opportunity to connect with potential customers.
“Technology has become so widely available that it pervades every aspect of life to some degree,” said Randall Beard, global head, Advertiser Solutions for Nielsen. “But with increased accessibility comes increased competition, and companies are investing hefty sums into creating buzz around their biggest products in order to secure a share of this sizable market.”
Notably, Microsoft led the pack with a huge 200+% increase in ad spending.
As has been the case historically, the tax season led Q1 to be a big ad spend quarter for Intuit, the company behind personal finance programs TurboTax and Quicken. The quarter’s leading advertiser, however, was Microsoft. With an aggressive marketing strategy supporting newer products like its Windows Phone the Surface tablet and the Windows 8 operating system that contributed to a 200+ percent increase in ad spend over Q1 2012, the company knocked Intuit out of the No. 1 spot for the first time in five years.
Apple, Google, and Amazon are also mentioned for having significant ad spends in the quarter.