IAB Report: Digital Ad Revenues Up 21 Percent In 2017, Digital Audio Up 39 Percent


Revenue Report

The INTERNET ADVERTISING BUREAU’s latest revenue report shows total U.S. digital ad spend hitting a record $88 billion in 2017, a 21% increase from 2016; the number exceeds television’s ad revenues for the first time. The report, prepared by PwC US, also shows digital audio up 39% to $1.6 billion, representing 1.8% of overall digital ad revenue.

Other categories include mobile, up 36% to $49.9 billion and representing 57% of the total revenue pie; Digital video, up 33% to a record $11.9 billion; Mobile video up 54% to $6.2 billion; Social media, rising 36% to $22.2 billion last year; Search, increasing 18% to $40.6 billion; and banner advertising, up 23% to $27.5 billion (67% of which comes from mobile banners).

“Consumers are increasingly spending a tremendous amount of time with interactive screens and content — from mobile to desktop and audio to OTT — and brands are in lockstep with a growing commitment to digital ad buys,” said IAB CEO RANDALL ROTHENBERG. “Mobile captured more than half of the total digital ad spend last year and we can easily expect that share to continue to climb. Video also saw significant growth. That is no surprise — especially after seeing buyers clamoring to get into last week’s NewFronts presentations in NEW YORK.”

“Smartphones and tablets have become indispensable tools in the hands of consumers, from the moment they wake up to right before they go to sleep,” said IAB EVP, Industry Initiatives ANNA BAGER. “A double digit uptick in spend on mobile video is testament to both the pull of mobile and consumer’s never-ending demand for sight, sound, and motion — even while on-the-go. In addition, brands are embracing digital audio at a fast clip, recognizing the power of this burgeoning medium.”

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