U.S. Internet Ad Revenues Hit $59.6 Billion in 2015 [REPORT]
April 23, 2016
U.S. digital advertising revenues reached an all-time high of $59.6 billion in 2015, according to the full-year IAB Internet Advertising Revenue Report, released by the Interactive Advertising Bureau (IAB) and prepared by PwC US. This marks a 20 percent surge over the earlier record-breaking 2014 revenues of $49.5 billion – and represents the sixth year in a row of double-digit growth for the industry. In addition, the report shows that 2015’s fourth-quarter numbers reached $17.4 billion, a 23 percent increase from $14.2 billion in Q4 2014, and an 18 percent increase from the $14.7 billion in 2015’s third-quarter.
Other highlights include:
- Mobile advertising skyrocketed to $20.7 billion during FY 2015, a 66 percent hike over the 2014 total of $12.5 billion
- Digital video (non-mobile), a component of display-related advertising, reached $4.2 billion in 2015, a 30 percent rise over $3.3 billion in 2014
- Social media advertising brought in $10.9 billion in 2015, up 55 percent over 2014’s $7 billion
- Search (non-mobile) revenues reached $20.5 billion in 2015, up 8 percent from $19 billion in 2014
- Display-related advertising (non-mobile) revenues in 2015 totaled $13.9 billion, representing 23 percent of the year’s revenues, an uptick of 3 percent over $13.5 billion in 2014
- Retail advertisers continue to represent the largest category of internet ad spending, responsible for 22 percent last year, followed by automotive and financial services which each accounted for 13 percent of the year’s revenues
“Mobile’s impressive upswing is a testament to its increasing importance to marketers,” said Randall Rothenberg, President and CEO, IAB. “Digital video is also seeing strong growth, and we anticipate brands and media buyers will drive further excitement about the future of the medium at the upcoming Digital Content NewFronts.”
“Internet advertising was a disruptive innovation when the industry was formed,” said David Silverman, partner, PwC US. “Twenty years later we still see double-digit growth rates, including 20 percent in 2015. Three key disruptive trends – mobile, social, and programmatic – continue to fuel this exceptional rate of growth.”
“There is no question that interactive screens are attracting consumers and the advertisers that want to reach them where they live – increasingly on mobile devices,” said Sherrill Mane, Senior Vice President, Research, Analytics, and Measurement, IAB.
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