The Interactive Advertising Bureau, whose members are responsible for selling 86% of online advertising in the USA, has published its Internet Advertising Revenue Report for 2011. Total online ad revenue in the United States reached a new record of $31 billion (£19 billion), up 22% from the 2010 total.
The growth in US mobile advertising was fastest of all the IAB’s categories, up 149% to $1.6 billion in 2011. It now accounts for 5% of all internet ad revenue. Search, at 46.5%, is the largest category.
Randall Rothenberg, President and CEO of the IAB, said “This historic moment, with an especially impressive achievement in mobile, is indicative of an increased awareness from advertisers that they need to reach consumers where they are spending their time - in digital media. Pushing past the $30 billion barrier, the interactive advertising industry confirms its central place in media. Across search, display, digital video, digital provides a wealth of opportunity for brands and consumers. With the proliferation of smartphones and tablets, it is likely that the tremendous growth in mobile will continue as these screens become even more crucial to the marketing mix.”
The IAB Internet Advertising Revenue Report is conducted independently by the New Media Group of PwC.