The IAB and PwC today released its Internet Advertising Revenue Report, which asserts that digital advertising is now officially bigger than TV advertising in the US. Digital ad spending reached $88 billion last year, of which mobile contributed nearly 57 percent.
Paid search advertising (desktop and mobile) came in at roughly $40.6 billion for the full year 2017. That was an increase of 18 percent from 2016’s reported $34.6 billion. However, the percentage of digital ad revenue captured by search fell slightly on a percentage basis, to 46.2 percent from 47.7 percent in 2016.
Paid search represented 49 percent ($18.6 billion) of desktop ad revenue and 44 percent ($22 billion) of mobile. Overall mobile search revenue was 54 percent of the paid-search total. Read our full coverage of the IAB report here.
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