A Big Year for Digital Ad Revenues
Digital advertising revenues in the U.S. had a record year in 2015 according to the Internet Advertising Revenue Report from the Interactive Advertising Bureau.
Digital advertising revenues reached $59.6 billion in 2015 (a 20 percent increase from 2014's $49.6 billion), with 17.4 billion coming in the fourth quarter (a 23 percent rise over the same period in 2014).
Retail advertisers continue to represent the largest category of internet ad spending, responsible for 22 percent last year, followed by automotive and financial services which each accounted for 13 percent of the year’s revenues
The report, prepared by PwC US, includes other highlights such as:
+ Mobile advertising reached $20.7 billion during FY 2015, a 66 percent hike over the 2014 total of $12.5 billion
+ Non-mobile digital video reached $4.2 billion in 2015, a 30 percent rise over $3.3 billion in 2014
+ Social media advertising brought in $10.9 billion in 2015, up 55 percent over 2014’s $7 billion
+ Search (non-mobile) revenues reached $20.5 billion in 2015, up 8 percent from $19 billion in 2014
It's really incredible that even after two decades of digital advertising, the industry is still seeing double-digit growth. It's a testament not only to the powerful technologies (e.g., programmatic) and the role they play today in the digital ecosystem, but advertisers too who have recognized the opportunities available to drive engagement and action.
While 2015 was a terrific year for digital advertising, 2016 is shaping up to be even better. Kenshoo released a new infographic which shows the incredible impact that mobile, shopping and new social ad types are having on paid social and search advertising so far this year.