THE STATE OF ONLINE ADVERTISING

Randall RothenbergIAB boss Randall Rothenberg

Photo: gulltaggen

The Interactive Advertising Bureau has released its annual report on Internet advertising.It’s a must read for anyone in the industry.

Headlines:

  • Online ad growth has returned to pre-2009 levels.
  • Internet advertising grew 21.9% in 2011.
  • Retail, financial services, travel, and media spending drove that growth.
  • Internet ad spending overtook Cable TV ad spending in 2011 (though Cable TV makes money through fees, as well).
  • Search spending is now more than double display spending.
  • Performance-based advertising is taking over Internet ad-spending, taking share from CPM-spending for the past five years.
  • Mobile advertising remains small, but it’s more than just a blip on the radar now.
  • 71% of Internet ad revenues go to 10 top companies.
  • For the past three years, more than half of Internet ad spending has come in the second half of the year.

If you want to know the state of things, this presentation is only a start.

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