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State of the Screens

IAB forecasts slowing growth in U.S. digital ad revenue

By October 31, 2019No Comments
Digital ad spend comparison (% growth) according to IAB/pWc:
1) 
2016-1H – $32.7B
2) 
2017-1H – $40.3B (↑ 23%)
3) 2018-1H – $49.5B (↑ 23%)
4) 2019-1H – $57.9B (↑ 17%)Share of spend by ad format:
1) Search – 45%
2) Display – 31%
3) Video – 16%
4) Other – 8%

Digital video ad spend comparison (% growth):
1) 2016-1H – $3.8B
2) 
2017-1H – $5.2B (↑ 37%)
3) 2018-1H – $7.0B (↑ 35%)
4) 2019-1H – $9.5B (↑ 36%)

Daily minutes spent with digital video:
1) 2015-1H – 62
2) 2016-1H – 71 (↑ 15%)
3) 2017-1H – 79 (↑ 11%)
4) 2018-1H – 89 (↑ 13%)
5) 2019-1H – 97 (↑ 8%)

Quick math on digital video:
1) Time spent – ↑ 8%
2) Ad spend – ↑ 36%
3) Ad revenue/hour – ↑ 26%

Mobile share of digital 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%
8) 2019-1H – 69%

Mobile share of internet time spent:
1) 2018-1H – 72%
2) 2019-1H – 77%

More: Why Is Digital’s Ad Growth Decelerating: Explanations Abound, None Good

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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