US advertisers invested $17.6 billion (€16.8bn) in digital advertising in the third quarter of 2016, according to the latest IAB Internet Advertising Revenue Report from IAB (Interactive Advertising Bureau) and prepared by PwC US. This marks the highest third quarter for digital advertising spending on record, and represents a 20 per cent increase over the same time period in 2015. It also accounts for a 4.3 per cent increase over Q2 2016.
“The momentum of advertising in mobile, digital video, and other innovative formats is undeniable,” said David Doty, Executive Vice President and CMO, IAB. “These record-setting third quarter revenue figures reflect marketers’ trust in the internet’s power to connect with today’s audiences.”
“Digital has become a critical part of advertisers’ marketing strategies,” said David Silverman, a partner at PwC US. “Increasing media consumption on interactive screens will surely lead to even more investment in the digital landscape.”