US digital advertising revenues rose to $26.2 billion in the third quarter of 2018, solidifying 2018’s claim as the highest-spending first three quarters on record, according to the latest IAB Internet Advertising Revenue Report released by IAB and prepared by PwC US.
Digital spend for Q3 2018 estimates increased 20.6 per cent over Q3 2017. In total, marketers spent $75.8 billion during 2018’s first three quarters—22 per cent more than they had spent during the same period a year ago.
“2018 was a landmark year for US digital advertising. Brands continued their record-breaking investment in the marketplace in the third quarter,” said Sue Hogan, Senior Vice President, Research and Measurement, IAB. “Last year saw significant growth in the OTT marketplace and in the direct-to-consumer brand ecosystem—contributing factors in digital’s successful Q3.”
“Digital has shown year-after-year that it continues to draw and engage audiences,” said David Silverman, Partner, PwC US. “It’s no surprise that advertisers are following their target customers to whatever screen they are on, and that screen is more likely to be a digital one.”
The Q3 revenue estimates are based upon a survey of the largest companies, which are then projected to the overall market based upon recent historical revenue market share. The estimates are updated, when necessary, in connection with the more detailed analysis prepared for the IAB’s half year and full year reports.