According to the IAB, digital advertising revenue in 2018 reached an all-time high of $107.5 billion — exceeding the $100 billion mark for the first time. That translates to a 22% increase over the 2017 total of $88.3 billion. Mobile and video are leading the way.
Accounting for nearly two-thirds (65%) of 2018’s Internet ad revenues, mobile reached $69.9 billion, up 40 percent from the previous year at $50.1 billion. Advertising revenues from digital video saw the largest rise among all formats — an uptick of 37 percent — catapulting to $16.3 billion in 2018 from $11.9 billion in 2017.
Other stats from the latest IAB report:
- Digital video on mobile devices continued its momentum, reaching $10.2 billion in full-year 2018, a 65% rise from full-year 2017 at $6.2 billion.
- Digital video ad revenues on mobile devices comprised 63% of all digital video ad revenues in 2018, up from 52% in the prior year.
- Digital audio advertising grew 23% to reach $2.3 billion, outpacing last year’s full-year revenue of $1.8 billion.
- Social media revenue rose to $29 billion in 2018, an increase of 31% from $22.1 billion in the previous year.
Digital is the “flavor of the month” because of 3 key components–mobile, audio, and social. …Yet, is anything more “mobile” and more ” audio” than radio? And with the ability to call-in to a radio station, and request a song or interact with the personality…is anything more “social” than radio? Radio needs to take the gloves off and recapture some of the digital dollars. Advertisers need to understand that radio has all the components of digital… and much more!!