IAB Report Charts the Growth of Online Ad Revenues
The IAB (Internet Advertising Bureau) released a report this week giving detailed figures on the growth in online ad revenues. The entire industry climbed to $36.6 billion in 2012, the report finds. That marks a 15 percent increase over 2011's total of $31.7 billion, which had also been a record.
The report contains a few nuggets for the online video industry. Digital video ads accounted for 6 percent of the industry total, or $2.3 billion. That's the same percentage as in 2011, although a year-over-year increase of 29 percent compared digital video's $1.8 billion in 2011.
Internet advertising grew larger than cable advertising in 2011, and was already bigger than magazine, or newspaper advertising. The only market larger, the report finds, is broadcast television at $39.6 billion. The difference between broadcast and online revenues narrowed in 2012.
Mobile advertising is surging, the report finds, and contributed to slight declines in search, display banner, classified, lead generation, and rich media advertising. Mobile and digital video were the only ad formats that showed growth in 2012.
“Mobile, in particular, soared due to its ubiquity and intrinsic ability to serve as a powerful digital dashboard that travels with you from morning commute to nighttime video viewing and beyond," says Randall Rothenberg, president and CEO of the IAB. "The significant increase in digital video also underscores the importance of the upcoming Digital Content NewFronts and the vitality that sight, sound, and motion play for both consumers and advertisers in the digital era.”
The report, IAB Internet Advertising Revenue Report, is available for free download.
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