Digital advertising revenues in the US rose to an all-time high of $49.5 billion in 2014, according to the IAB Internet Advertising Revenue Report for the full-year, released today by the Interactive Advertising Bureau (IAB) and prepared by PwC US. This figure represents a 16 per cent increase over 2013’s record-setting total of $42.8 billion – and marks the fifth consecutive year of double-digit growth for the industry. The report additionally shows that 2014’s fourth quarter numbers reached $14.2 billion, a 17 per cent uptick from $12.1 billion in the final quarter of 2014.
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“Marketers clearly recognise that consumers are leading mobile-first lives and are investing their ad dollars accordingly,” said Randall Rothenberg, President and CEO, IAB. “The news of digital video’s double-digit growth is also no surprise. Brands and agencies are clamouring to get into the upcoming Digital Content NewFronts, where they will experience the latest in storytelling in sight, sound and motion.”
“High double-digit growth in mobile advertising is a reflection of the continued shift in consumer behaviour away from desktop and towards mobile devices,” said David Silverman, Partner, PwC US. “A prominent rise in social, a significant mobile activity, is driving growth in advertising revenue as consumers spend more time connected.”
“Interactive marketing has generated remarkable revenue growth, a testament to its power to reach today’s consumers with innovative formats at critical junctures in the path to purchase,” added Sherrill Mane, Senior Vice President, Research, Analytics, and Measurement, IAB.