Digital advertising (U.S. only):
1) 2016 — $72.5B
2) 2017 — $88.0B (↑ 21%)
Digital ad spend surpassed TV in 2017.
Remember. The numbers above include all digital ads (search, display, etc.). TV still accounts for 85% of video ad spend.
Still early: Video only makes up 14% of digital ad spend, but is growing rapidly.
Growth rate for digital video advertising:
1) 2016 — ↑ 51%
2) 2017 — ↑ 33%
Digital ad spend by format (% of total):
1) Search — $40.6B (46%)
2) Banner — $27.5B (31%)
3) Video — $11.9B (14%)
4) Audio — $1.6B (2%)
5) Other — $6.4B (7%)
Quote from Anna Bager — EVP of Industry Initiatives @ IAB:
“I think there’s also massive content innovation that’s ongoing… Media companies and advertisers are starting to understand the consumption behavior and how different needs of media — long-form, short-form, sound, video, mobile, in-feed, out-feed — have changed as well.”
Full report: IAB Internet Advertising Revenue Report Conducted by PricewaterhouseCoopers (PWC)
