Online Marketing and Advertising Trends
US Internet Ad Revenue Overtakes Broadcast TV in 2013 and Mobile Ad Revenue Doubles!
May 21, 2014 by Mike Russell
Just how large is the online marketing and advertising space? According to IAB in 2013 online advertising generated $42.8 billion, more than broadcast TV.
The IAB just released its full year 2013 report on digital ad revenue. Last year, online advertising generated $42.8 billion, which exceeded broadcast TV for the first time, by nearly $3 billion. However, broadcast and cable TV combined were worth $74.5 billion. The 2013 numbers grew by 17 percent over 2012. Last year the IAB reported $36.6 billion in full year ad revenue
After TV (as a whole) the “internet” is the largest ad medium in the US.
Search advertising in 2013 brought in $18.4 billion, up from $16.9 billion in 2012. Last year search represented 46 percent of total digital ad revenue. This year however it’s down to 43 percent, although it remains by far the largest single ad category.
Mobile ad revenue hit nearly $7.1 billion, doubling from last year’s $3.4 billion and it is the fastest growing category.
In the IAB report, “mobile” is identified as a stand-alone category rather than a format like the others. However mobile includes search, display and video lumped together. The specific formats within the mobile category are not broken out by the IAB, though search remains the largest there too.
