IAB: Digital Ad Revenue on Pace For $85bn in (Another) Record-Breaking Year

Digital advertising (U.S. only) is on pace to hit $85B in 2017.

Digital ad spend comparison (% growth):
1) 1H-2016: $33B
2) 1H-2017: $40B (↑ 23%)

Mobile share of digital spend continues to skyrocket:
1) 1H-2012: 7%
2) 1H-2013: 14%
3) 1H-2014: 23%
4) 1H-2015: 30%
5) 1H-2016: 47%
6) 1H-2017: 54%

76% of the 9M local businesses (7M) are now buying digital advertising.

Digital video ad spend comparison (% growth):
1) 1H-2016: $3.8B
2) 1H-2017: $5.2B (↑ 37%)

Quote from David Silverman — Partner @ PwC:“We should no longer think of the internet as mobile vs desktop, 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.”

Share of spend by ad format:
1) Search: 47%
2) Banner: 31%
3) Video: 13%
4) Other: 9%

CPMs are increasing (% growth):
1) Banner: $15 (↑ 6%)
2) Video: $24 (↑ 5%)

Mobile ad prices are projected to rise 45% between 2017 and 2018!

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