Interactive ad spend Q2: digital and programmatic set records, search and directories continue to dominate

The latest IAB/PwC Online Advertising Report shows interactive advertising spend in this year’s second quarter was up across all sectors, growing to $218.76 million, with programmatic and digital achieving the highest figures to date.

Across the various categories measured in the report, total interactive advertising spend was up to $218.76 from $184.73 million in the second quarter of 2015. It’s year on year increase is 14 percent.

Programmatic advertising performed well over the quarter to set a record of $8 million ($15 million HY) as it tracks towards $30 million for the year. This will represent some 22 percent of the total display number. The IAB says in a release this is an “extraordinary result” considering the sector didn’t exist four years ago.

Digital display also reached an all-time high of $38.4 million over the quarter to achieve a spend share of 18 percent. It reached $70 million for the first half.

According to the report, the make-up of display advertising continues to shift with video and programmatic bookings achieving consistent growth.

Classifieds achieved a share just one percent below digital display, with $38.1 million of spend.

Mobile advertising achieved a year-on-year increase of 65 percent as it continues its metric rise, generating $10 million in the quarter.

Search and directories maintained the biggest spend, which increased to $118.8 million for the quarter ($230 million HY) and social media generated $13.6 million ($25 million HY), a significant 54 percent lift on 12 months ago.

General display advertising has held its own and the IAB estimates the sector to generate $90 million in 2016, which is on par with the annual results over the last five years.

Given the current trends, the IAB estimates the interactive industry will generate some $900 million in 2016 compared to $800 million last year, according to the release.

Interactive advertising includes advertising viewed on a desktop PC, laptop or mobile device and accessed via an internet connection, 3G, 4G or WIFI.



  • See our story on Q2 2015 here

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