David Doty, VP ejecutivo y CMO del IAB
U.S. advertisers invested $17.6 billion in digital advertising in the third quarter of 2016, according to the latest IAB (Interactive Advertising Bureau) Internet Advertising Revenue Report, conducted independently by the New Media Group of PricewaterhouseCoopers. This marks the highest third quarter for digital advertising spending on record, and represents a 20% increase over the same time period in 2015. It also accounts for a 4.3% increase over Q2 2016. “The momentum of advertising in mobile, digital video, and other innovative formats is undeniable” said David Doty, EVP 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.” Marketers devoted $50.3 billion in display, social, video and search advertising this year, excluding the Q4, which is historically the highest quarter in terms of digital ad spending. $59.6 billion was spent for the entire 2015 calendar year. Many at the IAB feel it is near absolute certainty that 2016 was the year mobile finally overtakes desktop in digital ad spending. According to the IAB’s half-year report released in November, mobile represented 47% of all digital ad spending. The only format still seeing growth on desktop is video, while other areas such as display and search are all on the decline, the IAB said. However, mobile search revenue, grew 105% to $7.4 billion, up from $3.6 billion during the same time in 2015
Jennifer Lane de IAB presenta la Guía de Compradores de Audio Digital
