Highest Third Quarter Spending on Record
NEW YORK, NY (December 28, 2016) — U.S. advertisers invested $17.6 billion in digital advertising in the third quarter of 2016, according to the latest IAB Internet Advertising Revenue Report released today by IAB (Interactive Advertising Bureau) and prepared by PwC US. This marks the highest third quarter for digital advertising spending on record, and represents a 20 percent increase over the same time period in 2015. It also accounts for a 4.3 percent increase over Q2 2016.
“The momentum of advertising in mobile, digital video, and other innovative formats is undeniable,” said David Doty, Executive Vice President and CMO, IAB. “These record-setting third quarter revenue figures reflect marketers’ trust in the internet’s power to connect with today’s audiences.”
“Digital has become a critical part of advertisers’ marketing strategies,” said David Silverman, a partner at PwC US. “Increasing media consumption on interactive screens will surely lead to even more investment in the digital landscape.”
The following chart highlights quarterly ad revenue since IAB began measuring it in 1996; dollar figures are rounded.
IAB sponsors the IAB Internet Advertising Revenue Report, which is conducted independently by PwC US. The Q3 2016 revenue is estimated based upon a representative sample of the overall survey respondents. The data is compiled directly from information supplied by companies selling advertising on the internet. The survey includes data concerning online advertising revenues from web sites, commercial online services, free e-mail providers, and all other companies selling online advertising.
The full report is issued twice yearly for full and half-year data, and top-line quarterly estimates are issued for the first and third quarters. PwC does not audit the information and provides no opinion or other form of assurance with respect to the information. Past reports are available at iab.com/adrevenuereport.
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, they account for 86 percent of online advertising in the United States. Working with its member companies, the IAB develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. The organization is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the IAB advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, the IAB is headquartered in New York City and has a West Coast office in San Francisco.
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