US Digital Advertising Grew 22% In 2011 To $31 Billion

IABStrong growth in search, display, and mobile advertising pushed US digital advertising revenue up to $31 billion in 2011 according to a report from PwC and the IAB – with $9 billion in revenue in Q4 alone. That is a 22% increase in year-on-year revenues when compared with 2010 – a huge increase.

Other highlights from the report included:

  • Mobile experienced the fastest growth of all categories – triple-digit growth year-over-year – up 149 percent to $1.6 billion in full-year 2011 from $0.6 billion in 2010.
  • Digital video, a component of display-related advertising, saw a significant uptick of 29 percent year-over-year, bringing in $1.8 billion in revenue in 2011 compared to $1.4 billion in 2010.
  • Search revenues in 2011 totaled $14.8 billion, up almost 27 percent from $11.7 billion in 2010.
  • Display-related advertising revenues in 2011 totaled $11.1 billion or 35 percent of 2011 revenues, up 15 percent from $9.6 billion in 2010.
  • Retail advertisers continue to represent the largest category of internet ad spending, accounting for 22 percent in 2011, or $7.1 billion, up from 21 percent ($5.5 billion) reported in 2010.

Here are the results from the full year in comparison with last year’s numbers:
Revenue (Ad Formats)

 

Full Year

2010 *

Full Year

2011

 

%

$

%

$

Search

44.8%

$11,661

46.5%

$14,768

Classifieds and Directories

10.0%

$2,597

8.1%

$2,580

Lead Generation

5.1%

$1,323

4.8%

$1,522

E-mail

0.7%

$195

0.7%

$213

Mobile*

2.5%

$641

5.0%

$1,596

Display-related

 

 

 

 

  -Digital Video Commercials

5.4%

$1,404

5.7%

$1,809

  -Ad banners / display ads

22.9%

$5,963

21.5%

$6,811

  -Sponsorships

2.8%

$718

3.5%

$1,121

  -Rich media

5.9%

$1,539

4.1%

$1,315

    Total display-related

37.0%

$9,624

34.8%

$11,056

* Revised from prior year to include mobile as a discreet category

 

Revenue (Pricing Models)

 

Full Year

2010

Full Year

2011

 

%

$

%

$

Impression-based

33.0%

$8,589

31.3%

$9,926

Performance-based

62.2%

$16,198

64.6%

$20,491

Hybrid

4.8%

$1,254

4.2%

$1,318

[via IAB]

AdBalance Team

We live for digital advertising and better monetisation of online content.

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