Mobile search currently accounts for 59% of total search revenue.
In the first half of this year, mobile display advertising revenue increased by 45% to reach $11.7 billion, accounting for 74% of all display advertising revenue.
In the first half of this year, social media advertising revenue was $13.1 billion, an increase of 38% year-on-year.
IAB CEO Randall Rothenberg said: “This is a milestone. It will consolidate digital advertising, whether it’s on the display, search or mobile video level, all of them are the most powerful mechanisms for building relationships.” “There is a truth that benefits all businesses, and that is, brands create their own businesses directly to consumers.”
“There is no doubt that digital advertising is the first choice for brand marketers,” said Anna Bager, executive vice president of industry activities at IAB. “Video is used to make a head start, and people have a strong visual impact – especially on mobile devices. As for other forms, such as digital audio and social media, there has been a surge and are ready for further development.”
Sue Hogan, senior vice president of research and measurement at IAB, said: “Digital advertising spending in the first half of 2018 exceeded the data for the past few years.” Typically, revenue trends in the first half of the year will be lower than in the second half. “From January to June this year, we saw a 23% increase. At the same time, advertising spending in traditional media continued to decline, indicating that the industry’s profit direction is slowly adjusting to actual consumer behavior. ”