Stat Watch - Net Advertising Investments
MOBILE CLIMBING, DIGITAL VIDEO RISING, AD REVENUES SURGING
Those are three takeaways from an Interactive Advertising Bureau
(IAB) report released in Oct. 2013.
Businesses invested so much into digital advertising like mobile and video that revenues actually hit a historic high of $20.1 billion for half-year 2013, representing an 18 percent increase over last year’s first-half digital ad revenues of $17 billion.
“Consumers are embracing new screens, new content and transforming how they shop, communicate and consume content at an accelerated clip,” said Sherrill Mane, senior vice president, research, analytics and measurement at IAB. “And, in response, marketers are turning to those same interactive arenas just as quickly.”
The IAB report highlighted massive revenue increases in nearly all interactive advertising formats, including:
• Mobile revenues soared to $3 billion in the first half of 2013, representing triple-digit growth at 145 percent, from $1.2 billion in the same period in 2012.
• Digital video, a component of display-related advertising, took in $1.3 billion in revenue during the first six months of 2013, an uptick of 24 percent over the first half of 2012.
• Search revenues in the first half of 2013 totaled $8.7 billion, up 7 percent from $8.1 billion in the first half of 2012.
Check out some additional statistics from this month's (January 2014) Stat Watch:
Despite e-commerce’s growth, phone calls are still an important channel for researching and purchasing, according to a Google AdWord’s report. So much so that 70 percent of mobile searchers report they “click to call” directly from search results to connect with a business.
$1 in $5
Data from digital marketing company Kenshoo indicates that $1 in every $5 spent on Facebook ads are delivered on mobile devices.
Apple devices made up 35 percent of total impressions in Q3 2013 on the Millennial Media mobile advertising platform. This is down from the 39 percent of total impressions made on Apple devices in the previous quarter.
Video ad spend is forecasted to increase 86 percent in 2014 according to the “State of Video Industry” report by Adap.tv and Digiday.
In its IPO filing, Twitter reported that more than 70 percent of its ad revenue is coming from mobile devices.
Television advertising retained its spot as the most favored medium to reach consumers according to Nielsen, but Internet display ad spending skyrocketed 26.6 percent during the same period, fueled by large increases from Latin America and Asia.