Mobile video advertising is taking off like a rocket, outpacing the rest of the digital advertising market. According to the IAB Internet Advertising Revenue Report for the first half of 2016, the mobile video ad market saw triple-digit growth for that period: It totaled $1.6 billion, which is a 178 percent increase from the same period in 2015.
The full online video ad market—encompassing both desktop and mobile—grew to $3.9 billion in the half-year period. That’s a 51 percent rise from the $2.6 billion charted a year earlier.
Mobile ad formats now generate more revenue than search ads, which is a first. Mobile ads made up 47 percent of all online ad revenues for the first half of 2016, up from 30 percent the prior year. Desktop video ads made up 13 percent of total revenue, the same as in 2015. But while the percent for desktop video stayed the same, the actual dollar amount grew from $1.99 billion to $2.25 billion. No other desktop format showed that kind of growth.
“As eyeballs shift to mobile devices, digital video was the only ad format on desktop devices that had meaningful growth, increasing 13 percent over HY 2015,” the report says.
“These half-year revenues are a testament to the role of digital screens—especially mobile screens—in consumers’ increasingly connected lives,” says Randall Rothenberg, president and CEO of the IAB. “Marketers and brands clearly recognize the innate power of digital to offer immersive experiences and secure real-time engagement.”
The report was prepared by PwC US
“These numbers demonstrate the growing importance of mobile, showing us the increasing demand for digital video and search, available anytime, anywhere, in the palm of your hand,” notes David Silverman, a partner at PwC US.
For more stats and figures, view the full report for free (no registration required).