Digital advertising revenues in the United States have reached an all-time high in the first half of 2016 – $32.7 billion, according to the latest Interactive Advertising Bureau (IAB) Revenue Report. Prepared by PwC US, the report states that the digital revenue has increased 19 percent over last year's record high of $27.5 billion.
Revenue from the second quarter alone reached $16.9 billion, an 18 percent increase over the same period last year.
Specifically looking at mobile, revenue climbed $15.5 billion, up 89 percent, representing the largest year-over-year change from 2015. In total, mobile represented 47 percent of total internet advertising revenue.
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Video on smartphones and tablets saw a 178 percent rise from the first half of 2015, and mobile search saw a 105 percent increase to $7.4 billion. Total digital video, on both mobile and desktop, went up 51 percent to $3.9 billion.
Total search accounts for half of all internet ad revenue and hit $16.3 billion in the first half of the year, a 19 percent rise from the same period in 2015.
Looking at social media revenues, including mobile and desktop, revenue spiked 57 percent to $7 billion.
“These half-year revenues are a testament to the role of digital screens – especially mobile screens – in consumers’ increasingly connected lives,” said Randall Rothenberg, president and CEO, IAB. “Marketers and brands clearly recognize the innate power of digital to offer immersive experiences and secure real-time engagement.”
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