Thursday, 22 October 2015

US digital ad spend rose 19% to $27.5bn in H1 2015

"Internet ad revenues in the United States reached a landmark high of $27.5 billion in the first half of 2015, according to the IAB Internet Advertising Revenue Report released today by the Interactive Advertising Bureau (IAB) and prepared by PwC US. This marks a 19 percent rise over the $23.1 billion in ad revenues for the first-half of 2014.
Accelerating the pace of already impressive growth in the half-year, 2015’s second quarter internet ad revenues rose by 22.5 percent to $14.3 billion, up from $11.7 billion in Q2 2014. This also reflects 8.5 percent growth from the first quarter of 2015.
Other highlights from the report include:
Mobile revenues climbed to $8.2 billion in HY 2015, up 54% from $5.3 billion reported at HY 2014
Mobile now represents 30% of the revenues generated by the entire internet advertising marketplace, up from 23% at HY 2014
Digital video, a component of display-related advertising, reached $2 billion in the first half of 2015, a 35% year-over-year jump from $1.5 billion in the first half of 2014
Search revenues in the first half of 2015 reached double digits, surpassing $10 billion, marking an 11% increase over the $9 billion in revenues achieved during the same period in 2014
Social media revenues – which encompass advertising delivered on social platforms including social networking, and social gaming websites and apps – reached $4.4 billion in HY 2015, a 51% hike over the same period in 2014, at $2.9 billion
The same top three advertising verticals continue to account for nearly half of advertising revenue (48%), including retail (22%), financial services (13%), and automotive (13%)
Display-related advertising revenues in the first half of 2015 totaled $6.8 billion, a 5% uptick from $6.5 billion in the first half of 2014, and accounted for 25% of digital advertising revenue overall
“Advertisers are more committed than ever to connect with audiences on digital screens,” said Randall Rothenberg, President and CEO, IAB. “Content is key to winning consumer attention – on mobile, in digital video, on desktop, and more – throughout the day."
“We’re witnessing a seismic shift in consumer behavior to the always-on, connected consumer,” said David Silverman, a partner at PwC US. “As a result, we’ve seen social continue to fuel the growth of digital, particularly with respect to mobile and video.”
"Internet ad revenue growth is being driven further than ever before, as advertisers continue to invest in new ways to reach consumers," said Sherrill Mane, Senior Vice President, Research, Analytics and Measurement, IAB.  "Audiences have rapidly altered their media and purchasing habits and made digital media and mobile devices an integral part of their lives."
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