Follow U.S. investment immigration and follow U.S. economic news: According to reports on the morning of October 10 (Beijing time), the Interactive Advertising Bureau (hereinafter referred to as “IAB”) released advertising revenue data for the second quarter and the first half of 2013 on Tuesday. In the first half of this year, the total digital advertising revenue in the U.S. market was approximately $20 billion, with search advertising accounting for the largest share, while mobile advertising accounted for 15%.
In terms of absolute advertising revenue, all advertising formats and categories showed growth. However, with the rise of mobile devices, the share of certain types of digital advertising has begun to decline.
Unlike PC advertising, the IAB has not broken down different types of mobile advertising. However, search advertising remains the primary type of mobile advertising, accounting for more than 50% of all mobile advertising.
In the first half of this year, U.S. market mobile advertising revenue was $3 billion, up from $1.2 billion in the same period last year, representing a year-on-year growth rate of 145%. Consequently, mobile advertising revenue in the U.S. market is expected to exceed $6 billion for the full year. Mobile marketing and advertising campaigns are expected to peak during the fourth-quarter holiday season.
Overall, retail, financial services, and automotive remain the top three sources of advertisers for the digital advertising industry. Over the past several years, large advertising networks and agencies have accounted for the vast majority of the digital advertising industry. In the second quarter of this year, 10 companies held a 70% revenue share in the industry, slightly lower than the 73% during the same period last year.
