Online Advertising In 2017 Surpassed TV/Broadcast Advertising For The First Time

Source: TechCrunch

Online Advertising last year increased 21% from 2016 to hit $88 million according to the latest report from the International Advertising Bureau (IAB).  Mobile advertising continues to grow in importance, totaling $49.9 billion in 2017 and 57% of all digital advertising. Digital Video advertising grew 33% to $11.9 billion and social media advertising rose 36% to $22.2 billion. The total for online advertising is a new record high and represents the first time digital advertising exceeds advertising on cable TV and broadcast (which was $70.1 billion over the same period).

Advertising for TV, magazine, and newspaper declined by 3%, 1%, and 7% respectively. Digital advertising increases were as follows:

• Search - total across mobile and desktop was up 18% to $40.6 billion 
• Banner - total across mobile and desktop was up 23% to $27.5 billion
• Video - total across mobile and desktop was up 33% to $11.9 billion
• Audio- total across mobile and desktop was up 39% to $1.6 billion

In most digital formats, mobile is accounting for an increasingly larger portion of spending. Here are the increases in percentages from 2016 to 2017:

• Search- increase from 49% to 54%  -  in 2017, mobile search ad revenue was $22.1 billion (up 31%) 
• Banner-increase from 61% to 67% -  in 2017, mobile banner advertising was $18.4 billion (up 35%)
• Video- increase from 45% to 52% - in 2017,  mobile video ad revenue was $6.2 billion (up 54%)
• Audio- decrease from 79% to 77% - in 2017,  mobile audio ad revenue  was $1.2 billion (up 36%) 

Click here to read the full report.