US Mobile Ad Spend Hits $3bn in H1 2013

Mobile advertising revenues in the US soared to $3bn in the first half of 2013, not far short of three times the corresponding figure for H1 2012, of $1.2bn. Overall online ad revenues, including mobile, rose to $20.1bn, an 18 per cent increase on the H1 2012 figure of $17bn. The figures come from the latest digital advertising study from the IAB US. 

Search revenues in the first half of 2013 totalled $8.7bn, up 7 per cent from $8.1bn in the first half of 2012. Display revenues totalled $6.1bn, up 9 per cent from $5.6bn in the first half of 2012. Digital video accounted for $1.3bn, compared to $1.1bn in H1 2012. The top three advertising verticals accounted for 46 percent of advertising revenue. These were  Retail (20 per cent), Financial Services (14 per cent), and Automotive (12 per cent).

“Digital has steadily increased its ability to captivate consumers and then capture the marketing dollars that follow,” said IAB CEO and president, Randall Rothenberg. “Mobile advertising’s breakneck growth is evidence that marketers are recognizing the tremendous power of smaller screens. Digital video is also on a positive trajectory, delivering avid viewership and strong brand-building opportunities.”

“This report not only confirms that brands are making a greater commitment to interactive, but also points to the fact that mobile and digital video are being identified as integral elements of the marketing mix,” said David Silverman, a partner at PwC US, which carried out the research. “Internet advertising’s ability to impact and engage is evident across digital screens, whether big or small.”