Digital Ad Revenues Hit New High
Digital advertising revenues hit a new high in 2012, reaching $36.6 billion according to the newly released IAB Internet Advertising Revenue Report for the full-year of 2012.
That record-breaking number is a 15 percent increase over 2011’s full-year revenue number of $31.7 billion, which was also a record. The report reveals that mobile is continuing to gain momentum, because for the second year in a row this channel attained triple-digit growth year-over-year. In fact, mobile grew by 111 percent to 3.4 billion, which comes after 2011’s 149 percent year-over-year growth. In 2012, mobile accounted for 9 percent of total Internet ad revenue.
Other highlights show that digital video, which is a part of display-related advertising, also had a significant year-over-year increase of 29 percent in 2012 – bringing in $2.3 billion. Conversely, search revenues accounted for 46 percent of 2012’s total Internet ad revenue, up 14.5 percent and totaling $16.9 billion, while display-related ad revenues grew nearly 9 percent and totaled $12 billion.
“These record-breaking numbers represent a paradigm shift when it comes to marketers recognizing the role a multiplicity of screens plays in effectively reaching today’s consumers,” said Randall Rothenberg, president and CEO, IAB. “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. 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.”