The IAB has just
released its annual report on US digital advertising. The trade association said that Q4 2013 revenues hit $12.1 billion, and full year revenues were $42.8 billion, beating broadcast TV (though not TV in total) for the first time.
The 2013 numbers grew by 17 percent over 2012. Last year the IAB reported $36.6 billion in full year ad revenue.
One of the highlights, mobile ad revenue hit nearly $7.1 billion, doubling from last year’s $3.4 billion. Digital video also grew significantly to reach nearly $3 billion. Search, which continued to be the largest single category of online advertising, saw revenues of $18.4 billion or 43 percent of total 2013 revenue.
Strikingly “mobile” (which includes multiple formats) was almost as big as online display. Mobile now represents 17 percent of the total, up from 9 percent last year.
According to the IAB retailers were the largest single category of online advertisers, spending 21 percent of total online ad dollars in 2013. That was followed by the financial services and automotive categories.
Revenues continue to be concentrated among the top publishers/networks. (It’s even more so in mobile.) The IAB said that the top 10 received 71 percent of total Q4 2013 digital ad revenue.
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