The hard work of business development managers and others who tirelessly put their backs into driving online advertising sales has paid off handsomely in the US, where ad sales hit an historic high of $20.1 billion dollars during the first half of 2013.
Mobile gets gold, digital video silver
The figures, which are contained in the latest Internet Advertising Revenue report from the Interactive Advertising Bureau (IAB), represent an annual increase of 18 per cent. The report was prepared for the IAB by PwC US and reflects a continuing healthy recovery in online advertising stateside.
Business development managers will doubtless be curious to figure out which aspects of the market put in the best performances. According to the report, the prize for most spectacular revenue growth has to go to mobile ads, which saw a spectacular 145 per cent increase this year to hit a revenue total of $3 billion. But digital video is no shrinking violet in Adland: revenues rose sharply to hit $1.1 billion, a rise of 24 percent.
The IAB’s President and CEO, Randall Rothenberg, said:
“Digital has steadily increased its ability to captivate consumers and then capture the marketing dollars that follow. Mobile advertising’s breakneck growth is evidence that marketers are recognizing the tremendous power of smaller screens. Digital video is also on a positive trajectory, delivering avid viewership and strong brand-building opportunities.”
If mobile and digital video get the gold and silver medals for revenue, bronze goes to search, which saw revenues totaling $8.7 billion in the first half of 2013 – a 7 percent increase on the $8.1 billion generated during the same period last year.
The rise of interactive
PwC US partner, David Silverman, said that the report confirmed not only that brands are committing more strongly to interactive but also underscored the fact that mobile and digital video are now seen as “integral elements” of marketing strategies. “Internet advertising’s ability to impact and engage is evident across digital screens, whether big or small,” he added.
Seasoned business development managers will almost certainly concur with the observations of the IAB’s SVP of Research, Analytics and Measurement, Sherrill Mane, who said that marketers are following the lead shown by consumers, who are embracing “new screens, new content and transforming how they shop, communicate and consume content at an accelerated clip.”