Digital Ad Spending in 2017 Passed Cable, TV Spending for First Time, IAB Reports
At $88 billion, digital advertising spending in the U.S. overtook ad spending on cable and broadcast TV ($70.1 billion) last year for the first time, the Interactive Advertising Bureau reported Thursday, based on a PwC survey. Spending on digital channels…
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grew 21 percent last year, with mobile, at $36.6 billion, generating 57 percent. Total media ad spending fell 3 percent. Digital video reached $11.9 billion, a 33 percent rise, and spending on social media advertising jumped 36 percent to $22.2 billion. Mobile video ad spend leaped 54 percent to $6.2 billion, the first time mobile video ad revenue passed desktop video, the group said. Search revenue reached $40.6 billion, up 18 percent, and mobile drove the 23 percent increase in banner ads to $27.5 billion. Digital audio ad spending grew 39 percent to $1.6 billion.