iab
pwc/e&m
IABinternetadvertising
revenuereport
2017firstsixmonthsresults
AnindustrysurveyconductedbyPwCandsponsoredby
InteractiveAdvertisingBureau(IAB)
December2017
Anytrademarksincludedaretrademarksoftheirrespectiveownersandarenot
affiliatedwith,norendorsedby,PricewaterhouseCoopersLLP,itssubsidiariesor
affiliates
PwC|IABinternetadvertisingrevenuereport
Tableofcontents
Background......1
Executivesummary......2
Year-to-daterevenuescontinuetoshowstronggrowth.........3
Detailedfindings..........4
Shiftfromdesktoptomobileexpands..5
Continuedhistoricalquarterlyrevenuetrends6
Historicalrevenuemix–firsthalfvs.secondhalf.......7
Revenueconcentration.8
Adformat–secondquarter2017results.........9
Adformat–halfyear2017results.....10
HistoricalTrends:Desktopvs.Mobile11
ShiftsoccurredacrosstheSearchandDigtialVideoformats...........12
DigitalVideo–Mobilecatchesuptodesktop13
Socialmediaadvertisingrevenue......14
Digitalaudio-ontracktoexceedlastyear’sfull-yearrevenueof$1.1B.......15
Revenuesbypricingmodel....16
PwC|IABinternetadvertisingrevenuereport1
Background
AbouttheIABinternetadvertising
revenuereport
ConductedbyPwCAdvisoryServicesLLC(“PwC”)onanongoing
basis,withresultsreleasedquarterly,the“IABInternetAdvertising
RevenueReport”wasinitiatedbytheInteractiveAdvertising
Bureau(IAB)in1996.Thisreportutilizesdataandinformation
reporteddirectlytoPwCfromcompaniessellingadvertisingonthe
internetaswellaspubliclyavailablecorporatedata.
Theresultsreportedareconsideredtobeareasonable
measurementofinternet/online/mobileadvertisingrevenues
becausemuchofthedataiscompileddirectlyfrominformation
suppliedbycompaniessellingadvertisingonline.Thereport
includesdatareflectingdesktopandmobileonlineadvertising
revenuesfromwebsites,commercialonlineservices,adnetworks
andexchanges,mobiledevices,andemailproviders,aswellas
othercompaniessellingonlineadvertising.
ThereportisconductedindependentlybyPwConbehalf
oftheIAB.PwCdoesnotaudittheinformationand
providesnoopinionorotherformofassurancewith
respecttotheinformation.Onlyaggregateresultsarepublished
andindividualcompanyinformationisheld
instrictconfidencewithPwC.Furtherdetailsregardingscopeand
methodologyareprovidedintheappendixto
thisreport.
DavidSilverman
PwC
PwC|IABinternetadvertisingrevenuereport2
Executivesummary
IABinternetadvertisingrevenuereport2017secondquarterandfirst
sixmonthshighlights
Internetadvertisingrevenues(“revenues”)intheUnitedStatestotaled$40.1billionforthefirstsixmonthsof2017,
withQ12017accountingforapproximately$19.4billionandQ22017accountingforapproximately$20.8billion.
Revenuesforthefirstsixmonthsof2017increased22.6%overthefirstsixmonthsof2016.
KeytrendsunderlyingHalf-Year(HY)2017results
Revenuesincrease22.6%inHY2017
InternetadvertisingrevenuesintheUnitedStatestotaled$20.8billioninthesecondquarterof2017,anincreaseof
7.4%fromthe2017first-quartertotalof$19.4billionandanincreaseof23.1%fromthe2016second-quartertotal
of$16.9billion.Year-to-daterevenuesthroughJune2017totaled$40.1billion,up22.6%fromthe$32.7billion
reportedin2016.
Theshifttomobilecontinues
Advertisingrevenuesdeliveredonmobiledevicestotaled$21.7billioninHY2017,a40%increasefromtheprior
halfyearrevenuesof$15.5billion.Advertisingdeliveredonamobiledevicenowmakeup54%oftotalinternet
advertisingrevenues.
“Beingnimbleandaccessiblearehallmarksofthenew
digitaleconomy.Now,anyonewithagoodideaanda
creditcardcancapturetheattentionoftheir
customersdirectly,andthisinturnrepresentsan
enormousgrowthopportunityforbothmarketersand
publishersaliketohelpmaketheseconnections.”
—RandallRothenberg,PresidentandCEO,IAB
“Weshouldnolongerthinkoftheinternetasmobilevs
desktop.Advertisersaresimplyfollowingconsumers,
wholivetheirlivesonline—whetheronasmartphone
duringacommute,onadesktopatwork,orona
tabletforentertainmentintheevening.Digitalisan
intrinsicpartofeveryAmerican’sday.”
—DavidSilverman,Partner,PwC
PwC|IABinternetadvertisingrevenuereport3
Year-to-daterevenuescontinuetoshow
stronggrowth
HY2016vs.HY2017(billions))
$32.7
$40.1
HY2016HY2017
22.6%
RevenuesforHY2017
totaled$40.1billion,
$7.4billion(22.6%)
higherthaninHY2016
Source:IAB/PwCInternetAdRevenueReport,HY2017
PwC|IABinternetadvertisingrevenuereport4
Detailedfindings
Revenuestotaled$20.8billioninQ22017
Totalsecond-quarterrevenueswere$3.9billion(23.1%)higherthaninthesecondquarterof2016and$1.4billion
(7.4%)higherthaninthefirstquarterof2017.
Source:IAB/PwCInternetAdRevenueReport,HY2017
$16.9
$20.8
Q216Q217
23.1%
Q22016vs.Q22017
($billions)
$19.4
$20.8
Q117Q217
7.4%
Q12017vs.Q22017
($billions)
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