Ginny Marvin says, “Mobile is now the dominant vehicle for digital ad spend.

Mobile ad revenues jumped 77 percent year over year in 2016 to account for more than half (51 percent) of all digital ad revenues for the first time, according to the IAB Internet Advertising Revenue Report for Q4 and FY 2016. In Q4, mobile ad revenues drove 53 percent of all digital revenue.

For the year, total US digital ad revenues rose to $72.5 billion in 2016, up 22 percent from $59.6 billion. Mobile was the key growth driver across all digital formats, including search, banner, video, social, and even digital audio, which the report broke out for the first time. Digital’s compound annual growth rate has been rising more dramatically, also thanks to mobile. Mobile CAGR is up 87 percent since 2011, while desktop has increased 8 percent.

In Q4, digital ad revenues rose 24 percent to $21.6 billion, up from $17.4 in Q4 2015. The QoQ growth seen from the third quarter of 2016 to the fourth quarter was the biggest percentage increase seen since 2003. The IAB also noted that, with the exception of the typical dip from Q4 to Q1 coming off the holidays, digital revenues have increased every quarter since 2009. The Q4 growth spurt has also been getting more pronounced”.

IAB: Mobile is now more than half of all digital ad revenues

Marketing Land

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