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BizReport : Advertising archives : November 02, 2016

Mobile accounts for almost half total Internet ad revenues in H1 2016

Total revenues from all Internet advertising in the U.S. reached a record high in the first half of this year, with mobile accounting for nearly half, according to new figures released by the IAB.

by Helen Leggatt

Total revenues from online media reached $32.7billion in H1 2016, a 19% rise YoY. Mobile advertising accounts for nearly half (47%) of this total, reaching $15.5billion in H1 2016, a whopping 89% growth YoY.

Within mobile advertising, search and video saw triple-digit growth. Mobile search revenues increased 105% to $7.4billion and mobile video rose 178% to $1.6billion. Meanwhile, mobile display banner ad revenue rose 62% to $6billion.

ad formats iab.png

"Consumers' appetite to enjoy media - in particular video and social media - on smartphones and tablets provides marketers with the opportunity to connect and interact with their customers while they are on the go, in a very personal environment," said David Doty, IAB, chief marketing officer.

Search continued to account for 50% of all internet ad revenues across mobile and desktopr reaching $16.3billion in the first half of the year, an increase of 19% YoY. Video's share of ad revenues grew from 9% to 12% YoY.

According to the IAB's report, social media was a key driver of growth for mobile video and banner ads, accounting for nearly 100% of non-search growth in the industry. Social media ad revenues hit $7 billion in the first half of the year, up 57% YoY. Total social media revenue, including both mobile and desktop, has increased over 50% every half-year since 2012.

Tags: advertising, Internet, research, revenues, U.S.

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