The figure represents the most advertisers
have ever spent on digital media in a first half of a year and a “dramatic 23
percent year-over-year increase from the $40.3 billion reported for the same
period in 2017,” according to IAB.
The report cites the direct brand economy and
the related increase in mCommerce as partly responsible for the growth.
“This landmark figure cements digital
advertising — whether display, search or mobile video — as one of the most
powerful mechanisms of all time for brands to build relationships with
consumers,” said Randall Rothenberg, CEO of IAB. "It’s a truth upon which
direct-to-consumer brands have built their businesses, and from which all
businesses can benefit.”
Other details from the report include: digital
video advertising revenue reached $7 billion in the first half of 2018, up 35
percent from a year ago, with 60 percent of this revenue was from mobile video;
mobile, which now accounts for nearly two-thirds of all digital ad revenue,
continues to be the internet’s leading ad platform, up from 54 percent of total
revenues in half-year 2017; and social media revenue was $13.1 billion in the
first half, up 38 percent year-over-year.
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