By Sahil Patel
Digital ad revenues hit an all-time high of $20.1 billion in the first half of 2013, an 18% increase over the same time frame last year, according to the IAB’s Internet Advertising Revenue report. Maintaining the trend, the IAB reports that Q2 digital ad revenues also witnessed an 18% year-over-year increase, jumping from $8.7 billion to $10.3 billion.
The IAB’s quarterly Internet Advertising Revenue reports encompass all types of digital ads, from display and search to mobile and video, and everything in between (of course). The report is usually pulled together by PricewaterhouseCoopers US, collecting actual revenue data from sellers across the market.
With all that said, how did video do this year? According to the report’s figures, digital video took in $1.3 billion in revenue during the first six months of 2013, an increase of 24% over the first half of 2012, which generated $1.1 billion in revenue.
Both Randall Rothenberg, president and CEO of the IAB, and David SIlverman, a partner at PwC US, went out of their way to point out the growth in mobile and digital video advertising: Rothenberg labeled digital video as a means to deliver “avid viewership and strong brand-building opportunities” and Silverman said mobile and video are being “identified as integral elements of the marketing mix.” Which is really all saying nothing except that mobile and video are seen as the future of digital advertising. That’s because mobile has the most room to grow, and video has the potential to unlock the biggest ad budgets (those currently going to TV). So when there is growth in either ad category, it behooves The Powers That Be in digital advertising to call attention to it.