Monday, 7 November 2016

Mobile now accounts for nearly half of US digital ad spend

"IAB (Interactive Advertising Bureau) announced today that digital advertising revenues in the United States for the first half of 2016 have reached an all-time high, scaling to $32.7 billion according to the latest IAB Internet Advertising Revenue Report released by the industry trade group and prepared by PwC US. This represents a 19 percent increase over last year’s then record-setting half-year revenues of $27.5 billion.
In step with that accelerated growth, revenue from the second quarter of 2016 reached $16.9 billion, an 18 percent increase over the $14.3 billion from the same time period last year.
Other highlights from the 2016 Half-Year Report include:
Mobile revenue saw the largest year-over-year change, climbing to $15.5 billion, up 89% from $8.2 billion in HY 2015, representing 47% of total internet advertising revenue
Taking a deeper dive into mobile, video on smartphones and tablets saw strong triple-digit growth, reaching $1.6 billion in HY 2016, an impressive 178% rise from HY 2015
Mobile search took a significant uptick, realizing $7.4 billion in HY 2016, a 105% increase compared to $3.6 billion in HY 2015
Total digital video, including mobile and desktop, rose to $3.9 billion in HY 2016, up 51% from $2.6 billion in HY 2015
Total search, including mobile and desktop, accounts for half of all internet ad revenue, and hit $16.3 billion in HY 2016, a 19% hike over the $13.7 billion generated in HY 2015
Total social media revenues, including mobile and desktop, surged to $7 billion in HY 2016, a 57% rise compared to $4.4 billion in HY 2015
Of the sector verticals measured, the top three continue to amass nearly half of all ad spend (46%)—retail (21%), financial services (13%), and automotive (12%)
“These half-year revenues are a testament to the role of digital screens—especially mobile screens—in consumers’ increasingly connected lives,” said Randall Rothenberg, President and CEO, IAB. “Marketers and brands clearly recognize the innate power of digital to offer immersive experiences and secure real-time engagement.”
“These numbers demonstrate the growing importance of mobile, showing us the increasing demand for digital video and search, available anytime, anywhere, in the palm of your hand,” said David Silverman, a partner at PwC US.
“Consumers’ appetite to enjoy media—in particular video and social media—on smartphones and tablets provides marketers with the opportunity to connect and interact with their customers while they are on the go, in a very personal environment,” said David Doty, Executive Vice President and CMO, IAB."

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