Internet advertising revenues in the United States totaled a record $10.31 billion in the fourth quarter of 2012, an increase of 12% from the third quarter of 2012 and up 15% from the fourth quarter of 2011, according to a report by IAB and PwC.
Mobile revenue surged 111% in 2012 to $3.4 billion, building on 2011’s record-breaking 149% year-over-year rise to $1.6 billion. Mobile accounted for 9% of total Internet ad revenue in 2012.
Below, additional key findings from the IAB Internet Advertising Revenue Report:
Search and Display Continue to Lead
- Search revenues in 2012 totaled $16.9 billion, or 46% of 2012 revenues, up 14.5% from $14.8 billion in 2011.
- Display-related advertising revenues in 2012 totaled $12 billion, or 33% of 2012 revenues, up almost 9% from $11 billion in 2011.
- Digital video brought in $2.3 billion, marking a significant year-over-year increase of 29% in 2012, compared with $1.8 billion in 2011.
Top 10 Ad-Selling Companies Command Market
- Online advertising remains concentrated with the 10 leading ad-selling companies, which accounted for 72% of total revenues in 4Q12, up slightly from the 71% reported in 4Q11.
- Companies ranked 11th to 25th accounted for 10% of revenues in 4Q12, down slightly from the 11% reported in 4Q11. Companies ranked 26th to 50th accounted for 7% in 4Q12, down from the 8% reported in 4Q11.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji