IAB Reports $59.6 Billion In 2015, Mobile And Programmatic Drive Growth

In 2015, the U.S. interactive ad revenue reached $59.6 billion in 2015, up 20% compared with 2014, according to the IAB/PwC Internet Advertising Revenue Report 2015 Full Year and Q4 2015 report released Thursday.

The fourth quarter of 2015 reached 17.4 billion, up 23% compared with the year-ago quarter.

The full year report, prepared by PwC US, shows that fourth-quarter numbers rose 23% to $17.4 billion, and 18% to $14.7 billion and compared with the third-quarter of 2015.

Display-related advertising, excluding mobile, revenue in 2015 reached $13.9 billion, representing 23% of the year’s revenue, and up 3% compared with $13.5 billion in 2014. Banner advertising at $7.7 billion fell 3%, compared with the prior year.

Mobile-related advertising, such as search, display and video, rose 66% to $20.7 billion in 2015, compared with the prior year. Digital video, excluding mobile, rose 30% to $4.2 billion in 2015.

Social media advertising is up 55% to $10.9 billion in 2015, up 55%.

Search, excluding mobile, rose 8% to $20.5 billion in 2015, compared with the prior year.

CPMs soared overall, digital video continues to rise at more than 30%, revenue associated with impression-based advertising rose 21% and holds one-third share of the revenue.

Positive effects of improved measurement, viewable inventory and combating fraud continues to become more noticeable in the revenue numbers, per IAB. It helps to produce rising CPMs and overall volume grow. Programmatic media buys also continue to contribute to a new supply and demand relationship.

Overall, advertisers in retail continue to represent the largest category of internet ad spending, responsible for 22% in 2015, followed by automotive and financial services which each accounted for 13% of the year’s revenue.

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