Today, we examine U.S. online ads by format and platform. And online advertising revenues are still increasing.
U.S. Online Ads by Format and Platform — as Annual Revenues Exceed $100 Billion
In 2018, for the first time, U.S. Internet ad revenue exceeded $100 billion According to the Interactive Advertising Bureau’s latest Internet advertising revenue report, which has tracked growth for 23 years. “We see this as a watershed moment for the digital advertising ecosystem. Therefore, it builds on its power to build direct relationships between brands and consumers.’”
“Having grown 22 percent in 2018, online ads show no signs of slowing down. If anything, growth re-accelerated in recent years after the financial crisis. Some formats, such as online video and social media saw growth rates much higher than 22 percent. Because brands shift their budgets to match changes in media consumption. The most significant shift in recent years? The transition from desktop to mobile. With consumers spending more and more time on mobile devices, ad dollars move to mobile as well. During 2018, mobile ads accounted for 65 percent of total digital ad revenues, up from 9 percent in 2012.”
“Interestingly, the online advertising market remains highly concentrated. With the top 10 ad-selling firms accounting for 75 percent of revenues. Search and social media ads account for 45 and 27 percent of total revenue, respectively. Thus, it’s not hard to guess which two companies are the dominant players in the digital advertising landscape.”
The Statista chart below highlights U.S. online ads by format and platform.