The largest decline came in newspaper media, down 4.3 percent, followed by Internet display ads, down 4.1 percent.
The largest decline came in Internet display ads, down 5.4 percent, followed by newspaper ads, down 3.1 percent.
Google built its early success on replacing obtrusive and annoying Internet display ads and pop-ups with tiny text ads.
In the conference call, executives warned that the near future could bring weak performance in Internet display ads, one of the few bright spots in recent years.
Google already dominates the online search advertising market and is now making moves into most other areas - including internet display, TV, radio and print.
Some of the compromised feeds found their way onto the internet, displaying private areas of users' homes and allowing unauthorised surveillance of infants sleeping, children playing, and adults going about their personal lives.
The Nielsen data is based on ad spending in 17 types of media in seven categories: television, magazines, newspapers, radio, outdoor ads, coupon inserts and national Internet display ads.
According to Kantar Media, GE Capital's advertising expenditures in the last five years ranged from a low of $4.3 million in 2008 to a high of $58 million in 2010 last yearr's spending was $9.3 million, almost $2 million of which was for Internet display advertising.
Media that lost ad revenue last year, Kantar Media reported, included newspapers, down 3 percent, including a 12 percent decline in ad spending in national newspapers; Internet display ads, down 3 percent; and magazines, down 2 percent.
So too did the concept of abandoning the poky "mobile web" for the full internet, displayed in full on screen (using the fancy pinch-to-zoom method which would soon become ubiquitous).
