Data Byte: Interactive Ad Revenues Exceeding TV for the First Time
Interactive ad revenues now higher then TV
The Interactive Advertising Bureau (IAB) reports that interactive advertising revenues rose to $42.8 billion in 2013, beating out broadcast TV revenues ($40.1 billion) for the first time. This marked a 17% increase over 2012's $36.6 billion interactive ad revenues benchmark.
According to the IAB's report, which was prepared by PwC U.S., mobile accounted for 17% of 2013's total interactive advertising revenues at $7.1 billion, a 110% increase over 2012's $3.4 billion. At $12.8 billion, display made up 30% of the year's total ad revenues. Search revenues totaled $18.4 billion.
Retail advertisers contributed 21% of 2013's interactive ad revenues, while financial services and automotive accounted for 13% and 12%, respectively.
Interactive advertising revenues for Q4 were $12.1 billion, 17% more than they were over the same period in 2012, and 14% more than they were in Q3 ($10.6 billion).
“The news that interactive has outperformed broadcast television should come as no surprise,” IAB president and CEO Randall Rothenberg said in a statement. “The staggering growth of mobile is clearly a direct response to how smaller digital screens play an integral role in consumers' lives.”