IAB Report: Digital Ad Revenues Breaking Records, Audio Up 42 Percent

Revs Up

The INTERACTIVE ADVERTISING BUREAU's latest Internet Advertising Revenue Report shows that digital advertising revenues in the U.S. for the first half of the year rose 23% year-to-year to an all-time high of $40.1 billion, and digital audio advertising was up 42% in the same time frame to $603 million.  The numbers, compiled by PwC US, also showed mobile remaining the largest ad format in the digital space, capturing 54% of revenues ($21.7 billion, up 40%).  Video was up 36% to $5.2 billion, still substantially ahead of audio, and social media was up 37% to $9.5 billion.

In addition, the IAB noted that about 75% of the 9 million small and medium-sized businesses in the U.S. have spent money on advertising, with 80% of those using self-service platforms and 15% using programmatic.

“Being nimble and accessible are hallmarks of the new digital economy,” said IAB CEO RANDALL ROTHENBERG. “Now, anyone with a good idea and a credit card can capture the attention of their customers directly, and this in turn represents an enormous growth opportunity for both marketers and publishers alike to help make these connections.”

“We’ve seen digital marketing revenues climb steadily and this new analysis shows that there are more opportunities to be mined,” said IAB SVP, Research and Impact CHRIS KUIST. “Varied audiences and advertising approaches can appeal to a wide variety of marketers in different shapes and sizes, bringing more dollars into the ecosystem and increasing the health of the interactive marketplace for all.”

“We should no longer think of the internet as mobile versus desktop,” said PwC Partner DAVID SILVERMAN. “Advertisers are simply following consumers, who live their lives online -- whether on a smartphone during a commute, on a desktop at work, or on a tablet for entertainment in the evening. Digital is an intrinsic part of every American’s day.”

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