Data Byte: Interactive Ad Revenues Exceeding TV for the First Time

Interactive ad revenues now higher then TV
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.”

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