Mobile Spend Vaults 76 Percent in First Half, IAB Reports


Mobile marketing expenditures increased by 76% to $5.3 billion in the first half of 2014, split nearly evenly between search ($2.7 billion) and display ($2.5 billion), according to a report released today by the Interactive Advertising Bureau (IAB). Overall Internet ad revenues for the half-year hit $23 billion, a 15% rise over the first half of 2013. Other key highlights of the study, prepared by PwC US, include:

  • Social media revenues, which included advertising delivered via social platforms, rose by 58% to $2.9 billion.
  • Digital video spend hit $1.5 billion, a 13% increase.
  • Almost half (46%) of all Internet ad revenues were accounted for by retail (21%), financial services (13%), and automotive (12%) companies.

The association expects even stronger results after the conclusion of the holidays. “With second half revenues traditionally surpassing those in the first half,” says IAB President and CEO Randall Rothenberg, “this milestone achievement is potentially a harbinger of even stronger digital ad revenues to come.”

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