Internet Ad Revenues Top $36 Billion in 2012, Study Says

Seth Fiegerman2013-04-16 17:11:02 UTC

Internet ad revenues in the U.S. increased by 15% in 2012 to $36.6 billion, driven by significant year-over-year increases in revenue for mobile, search and digital video ads, according to a new report from the Interactive Advertising Bureau. Digital ad revenues also had a strong second-half of the year, topping $10 billion in the fourth quarter for the first time ever.

Mobile ad revenue more than doubled from the previous year to $3.4 billion from $1.6 billion, the second year in a row that mobile ad revenue has experienced triple-digit growth. Digital video revenue increased by 29% in 2012 to $2.3 billion and search ad revenue increased by 14% to $16.9 billion.

Search ad revenue still accounts for nearly half of all digital ad revenues, but it's share ticked down slightly last year while the share from mobile ads increased from 5% in 2011 to 9% in 2012. "Mobile, in particular, soared due to its ubiquity and intrinsic ability to serve as a powerful digital dashboard that travels with you from morning commute to nighttime video viewing and beyond," Randall Rothenberg, President and CEO, IAB, said in a statement.

Total digital ad revenue is now on the verge of passing broadcast television to become the top media source in the U.S. for ad revenue. It passed cable television in ad revenue in 2011.

A full copy of the IAB report can be found here.

Image via iStockphoto, Tomacco

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