During the primary six months of 2019, advertisers spent $57.9 billion on U.S. digital promoting, in accordance with the most recent report ready by PwC for the Interactive Advertising Bureau (a web-based promoting commerce group).
That’s a 17% improve in comparison with the identical interval in 2018, and essentially the most spending IAB has ever seen within the first half of the 12 months.
However, PwC’s David Silverman famous that it’s really “a touch lower” in comparison with the second six months of final 12 months, marking the primary time we haven’t seen continuous progress since 2009.
Silverman urged that one issue contributing to that is slowing progress in cellular and social promoting. To be clear, each sectors are up year-over-year: Mobile adverts grew 29% to $30.9 billion, whereas social media spending elevated 26% to $16.5 billion.
But he mentioned, “Those sectors of the industry are likely maturing” — so we’re not seeing the expansion ranges that now we have lately.
Meanwhile, the IAB’s senior vice chairman of analysis and analytics Sue Hogan famous that the dropoff between the top of 2018 and starting of 2019 quantities to “a rounding error” (the truth is, the report places spending throughout each intervals at $57.9 billion).
Overall, she argued that each class stays “healthy,” and that the large story is the expansion in video promoting, which was up 36% to $9.5 billion.
The report additionally consists of numbers round income focus, particularly the quantity of advert spend going to the highest 10 digital advert firms. It doesn’t identify particular firms (Google and Facebook are extensively seen as the 2 giants dominating this area), however it says that income focus within the high 10 has fluctuated between 69% and 77% over the previous decade.
During the second quarter of 2019, income focus remained on the high finish of that vary, particularly 76%. Meanwhile, firms 11 via 25 solely accounted for 7%.
