What the IAB and PWC's latest report means for 2017

The IAB and PWC have released the latest digital ad revenue figures for 2016 and we thought you’d like to know what some of the findings are pointing to. These figures are based on the first half of 2016 compared with the first half of 2015.

 

The overall findings are that digital ad revenues continue to increase and compared to the same last year, they’re 20% higher. So while the chocolate bars get smaller, the crips bags offering significantly less crisps and our Toblerone’s changing shape - at least we can rest assured something in our retail economy is getting bigger. Digital ad spend.

 

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The report stated that historically we see around 53% of the years revenue coming from the second quarter - so we should see further growth when the next report is released. The trajectory is going one way - up!

 

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The big news is the domination in mobile video revenue growth

 

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‘Digital video on smartphones and tablets saw strong triple-digit growth, reaching $1.6 billion in HY 2016, an impressive 178% rise from HY 2015.’

 

We are seeing strong revenues across the board but unsurprisingly - the dollars have shifted toward the mobile platform with video growing rapidly.

As more mobile friendly ad formats begin to emerge toward the end of 2016 and beginning of 2017 we would expect this to continue increasing, as audiences interact with more creative, rich media and relevantly targeted ad units.

We know which ad formats are doing well, but the IAB has also taken a look at which categories are performing better. It’s no surprise retail is right there at the top but exactly what sort of retail and which formats work best for each would be good to analyze. Mobile targeted ads for the retail space are beginning to take off as people discover on the move so perhaps the second half of the year will reveal more about the changing purchase journey.

Whilst desktop search was down from the same time period in 2015 - combined desktop and mobile search is actually up 17% - at 8.4 billion in total revenues. This goes to show how the mobile device is taking over and that it’s an area where more analysis and investment will be focused in 2017.

 
 
 
 

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Click here to view the full IAB report. Video really is showing its strength across all platforms and as we introduce more relevance, better mobile experiences and brand stories the handheld device we all rely on is set to be the main revenue generator for media companies.

 

Check out Coull OverStream for mobile here to see just one of the ways Coull is making better ad experiences that are high performing, yet non-interruptive.