Digital advertising expenditure reaches quarter peak over 20 years

Anne Freier

In Mobile Advertising Blog. January 4, 2017

US advertisers have invested $17.6bn in digital ads during the third quarter of 2016, presenting the highest third quarter for digital ad expenditure so far. That’s according to the new IAB Internet Advertising Revenue Report by the Interactive Advertising Bureau (IAB) and PwC US. The figure signals a 20% increase in ad spending the year over and is a 4.3% rise from the second quarter 2016.
Quarterly advertising revenue 
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David Doty, Executive Vice President and CMO, IAB, explains that mobile, digital video and other formats have been driving much of that growth.

“These record-setting third quarter revenue figures reflect marketers’ trust in the internet’s power to connect with today’s audiences.”

The latest revenue is estimated based on a representative sample of survey respondents and has been compiled from information by companies selling ads online. It includes data on online ad revenues from web sites, commercial online services, free email providers and other companies.
David Silverman, a partner at PwC US, adds:
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“Digital has become a critical part of advertisers’ marketing strategies. Increasing media consumption on interactive screens will surely lead to even more investment in the digital landscape.”