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State of the Screens

Digital Ad Spend Hits Record-Breaking $49.5

By November 20, 2018No Comments

Digital advertising (U.S. only) is on pace to top $100B for the first time in 2018.

Quote from Randall Rothenberg– President and CEO @ IAB:
“This landmark figure cements digital advertising —
whether display, search or mobile video — as one of
the most powerful mechanisms of all time for brands
to build relationships with consumers. It’s a truth upon
which direct-to-consumer brands have built their
businesses, and from which all businesses can benefit.”

Digital video ad spend (% growth) according to IAB:
1)
2016–1H — $3.9B
2)
2017–1H — $5.2B (↑ 33%)
3) 2018–1H — $7.0B (↑ 35%)

Quote from Kristina Sruoginis– Research Director @ IAB:
“This is nearly double what it was just two years ago…that video growth should be no surprise to anyone paying attention to the space.”

Share of spend by ad format:
1)
Search — 46%
2)
Banner — 32%
3)
Video — 14%
4)
Other — 8%

Mobile share of digital ad spend:
1)
2012–1H — 7%
2)
2013–1H — 14%
3)
2014–1H — 23%
4)
2015–1H — 30%
5)
2016–1H — 47%
6)
2017–1H — 54%
7)
2018–1H — 63%

More #1: IAB says digital ad revenue on pace for $100 billion this year, but headwinds loom

More #2: Digital ad spending grew to $49.5B in the first half of 2018, according to IAB

More #3: Brands Now Spend Nearly Two Thirds of Digital Advertising on Mobile, IAB Says

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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