US digital ad revenues hit record high
According to the report, this marks the sixth consecutive year of double-digit growth in digital ad spend. Figures for Q4 2015 alone were $17.4bn, an increase of 23% from the same period in 2014.
Mobile advertising exploded to $20.7bn over the year: a 66% increase on the 2014 total of 12.5bn; social media advertising accounted for $10.9bn (a 55% increase on the $7bn spent in 2014 ); and digital video (non-mobile) reached $4.2bn, a 30% increase from the $3.3bn spent in 2014.
“Mobile’s impressive upswing is a testament to its increasing importance to marketers,” said Randall Rothenberg, president and CEO, IAB. “Digital video is also seeing strong growth, and we anticipate brands and media buyers will drive further excitement about the future of the medium at the upcoming Digital Content NewFronts.”
The report was prepared by PwC US on behalf of the IAB.
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