2017年H1互联网广告收入报告（英文版）_27页

IAB Internet Advertising Revenue Report Summary (2017 First Half)

Core Content

The IAB Internet Advertising Revenue Report for the first half of 2017 provides a comprehensive overview of the growth and trends in internet, online, and mobile advertising revenues in the United States. The report is conducted by PwC on behalf of the IAB and includes data from companies directly selling online advertising and publicly available corporate data.

Key Trends and Findings

Internet Advertising Revenue Growth

• Total revenue for the first half of 2017 reached $40.1 billion, a 22.6% increase compared to the same period in 2016.
• Q1 2017 revenue was $19.4 billion, and Q2 2017 revenue was $20.8 billion, showing a 7.4% increase from Q1 and a 23.1% increase from Q2 2016.

Shift to Mobile Advertising

• Mobile advertising revenue reached $21.7 billion in the first half of 2017, a 40% increase from the prior half year.
• Mobile now accounts for 54% of total internet advertising revenue, up from 47% in HY 2016 and 30% in HY 2015.
• Mobile video revenue in HY 2017 reached $2.6 billion, a 65% increase from HY 2016, and mobile video revenue now matches desktop video revenue.

Ad Format Trends

• Search format revenue for HY 2017 was $19.1 billion, a 18.4% increase from HY 2016. Search's share of total revenue slightly decreased to 48% from 49%.
• Digital video revenue for HY 2017 was $5.2 billion, a 35.8% increase from HY 2016. It represented 13% of total revenue, up from 11% in HY 2016.
• Display-related formats (including Banners and Video) accounted for $17.6 billion in HY 2017, a 28% increase from HY 2016. They represented 44% of total revenue, up from 42% in HY 2016.
• Social media advertising revenue reached $9.5 billion in HY 2017, up 37% from HY 2016. It has maintained a 51% CAGR since 2013.
• Digital audio revenue for HY 2017 was $603 million, a 42% increase from HY 2016, and its share of total revenue increased from 1.3% to 1.5%.

Pricing Models

• Performance-based pricing accounted for 65% of HY 2017 revenues, consistent with HY 2016.
• CPM/impression-based pricing decreased slightly to 33% from 34% in HY 2016.
• Hybrid pricing increased to 2% from 1% in HY 2016.

Revenue Concentration

• The top 10 companies accounted for 75% of Q2 2017 revenues, consistent with Q2 2016.
• Companies ranked 11th to 25th accounted for 9% of Q2 2017 revenues, a 2% decrease from Q2 2016.
• The concentration of top 10 ad revenues has fluctuated between 69% and 75% over the past ten years.

Historical Context

Seasonal Trends

• Internet advertising has shown a consistent seasonal trend since 2010, with revenue peaks in the fourth quarter and dips in the first quarter.
• In HY 2017, first-half revenues were on an expected annual run-rate to surpass $72.5 billion, the previous highest annual total.

Compound Annual Growth Rate (CAGR)

• From 2008 to 2017, internet advertising revenue showed a 15.4% CAGR.
• From 2012 to 2017, mobile advertising showed a 76.8% CAGR, highlighting its rapid growth.

Ad Format Details

• Banner Ads accounted for 31% of HY 2017 revenues ($6.5 billion), and Video Ads accounted for 13% ($2.7 billion).
• Search ads represented 47% of Q2 2017 revenue ($9.7 billion), down slightly from 49% in Q2 2016.
• Lead generation and Classifieds are part of the Other category, which accounted for 9% of HY 2017 revenue.

Methodology and Scope

Survey Scope

• The report is based on data directly reported by companies selling online advertising and publicly available data.
• It includes all forms of internet advertising, such as websites, email providers, ad networks, and exchanges.
• Only aggregate data is published, and individual company data is kept confidential.

Methodology

• PwC compiles a database of industry participants.
• Conducts a quantitative mailing survey with leading industry players.
• Uses publicly disclosed information for supplemental data.
• Estimates revenue for non-participating companies using public sources.
• Analyzes findings and identifies key trends for reporting.

Appendix

Advertising Formats and Pricing Models

• Banner advertising: Static or linked ads on online company pages.
• Sponsorship: Custom content and/or experiences with or without ad elements.
• Email advertising: Includes banner ads, links, or sponsorships in email newsletters or campaigns.
• Search: Includes paid listings, contextual search, paid inclusion, and site optimization.
• Lead generation: Fees paid for qualified inquiries or consumer data.
• Classifieds and auctions: Fees for listing products or services.
• Rich media: Interactive display-related ads, including interstitials and superstitials.
• Digital audio: Streaming audio content, including online radio and in-game music.
• Digital video advertising: Pre-roll, mid-roll, post-roll, and video overlays.
• Mobile advertising: Includes search, display, audio, and video formats tailored for mobile devices.
• Social media advertising: Ads on social platforms across all device types.
• Impression-based pricing: Cost-per-thousand (CPM) model.
• Performance-based pricing: Cost-per-click, sale, lead, etc.
• Hybrid pricing: A mix of impression-based and performance-based pricing.

Historical Data

• The report includes historical data from 2003 to 2011, showing quarterly and annual growth rates.
• The data highlights the seasonal fluctuations in internet advertising revenue and the growth of mobile advertising.

Summary of Key Points

• Internet advertising revenue in the US grew by 22.6% in HY 2017, reaching $40.1 billion.
• Mobile advertising now accounts for 54% of total internet advertising revenue.
• Digital video advertising is a key growth driver, with a 35.8% increase in HY 2017.
• Social media advertising revenue increased by 37% in HY 2017, with a 51% CAGR since 2013.
• The top 10 companies still dominate the market, accounting for 75% of Q2 2017 revenues.
• Performance-based pricing remains the dominant model, accounting for 65% of HY 2017 revenue.
• The report is not an audit, and only aggregate data is published.