A new report from IAB (Interactive Advertising Bureau) shows continued double digit growth for online advertising in the first half of 2012. The report indicates that U.S. online advertising totaled just over $17 billion for the first six months of 2012, up 14% from last year. Mobile ad revenues led the pack, up 95% to $1.2 billion, search revenues were up 19% to $8.1 billion, video ad revenues up 18% to just over $1 billion, while display $5.6 ad revenues growth slowed to 4% ($5.6 billion). In contrast, classified, rich media, and lead generation advertising categories all saw their share of online ad revenues decline.
“This report establishes that marketers increasingly embrace mobile and digital video, as well as the entire panoply of interactive platforms, to reach consumers in innovative and creative ways," said Randall Rothenberg, President and CEO, IAB. “These half-year figures come on the heels of a study from Harvard Business School researchers that points to the ad-supported internet ecosystem as a critical driver of the U.S. economy. Clearly, the digital marketing industry is on a positive trajectory that will propel the entire American business landscape forward.”The report shows that the online ad business remains highly concentrated, with the top 10 ad-selling companies getting 73% of all online ad revenues (the Top 50 get 90%). This level of concentration is mitigated somewhat in that most of those top 10 are ad-networking services that aggregate ad sales and placement for large numbers of websites and web services.
Sources - Web Ad Revenues At $17 B in First Half Set Record, Research Brief blog
IAB internet advertising revenue report: 2012 first six months' results, full IAB report