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IAB Internet Advertising Revenue Report Summary (2015)

Core Content

The IAB Internet Advertising Revenue Report for FY 2015 provides a comprehensive overview of internet and online advertising revenues in the United States. The report is conducted by PwC on behalf of the Interactive Advertising Bureau (IAB) and is based on data directly reported by companies, online corporate data, and information from ad selling platforms.

Key Findings

• Total Internet Advertising Revenue in 2015: $59.6 billion, representing a 20.4% increase from 2014.
• Q4 2015 Revenue: $17.4 billion, up 22.8% from Q4 2014.
• Mobile Advertising Growth: Mobile advertising revenue reached $20.7 billion, a 66% increase from FY 2014.
• Mobile Revenue Share: Mobile accounted for 35% of FY 2015 revenues and 40% of Q4 2015 revenues.
• Social Media Advertising Revenue: $10.9 billion in 2015, up from $7.0 billion in 2014, with a 55% CAGR since 2012.
• Revenue Concentration: The top 10 companies commanded 75% of Q4 2015 revenues, up slightly from 71% in Q4 2014.
• Ad Formats:
  • Search: 34% of FY 2015 revenues, down from 38% in 2014.
  • Display: 23% of FY 2015 revenues, up from 27% in 2014.
  • Mobile Display: $6.9 billion in Q4 2015, up 77% from Q4 2014.
  • Classifieds: $2.8 billion in FY 2015, up 2% from 2014.
  • Lead Generation: $1.8 billion in FY 2015, down 6% from 2014.
• Pricing Models:
  • Performance-based pricing: 65% of FY 2015 revenues, down slightly from 66% in 2014.
  • CPM/impression-based pricing: 33% of FY 2015 revenues, consistent with 2014.
  • Hybrid pricing: 2% of FY 2015 revenues, up from 1% in 2014.
• Market Share:
  • Internet advertising now represents 90% of all television (Broadcast and Cable) advertising.
  • The growth of internet advertising has outpaced other media outlets over the past five years.
  • Over the past 20 years, internet advertising has experienced the most significant growth compared to other major broadcast media types.

Historical Trends

• Annual Growth: The CAGR for internet advertising over the past ten years was 17%, surpassing the U.S. GDP growth of 3%.
• Quarterly Growth: A seasonal trend is observed with strong fourth-quarter performance followed by a first-quarter dip. Since 2010, first-quarter revenues have consistently outperformed the prior year's third-quarter.
• 2005-2015 Revenue Growth: The total revenue increased from $7.267 billion in 2005 to $59.55 billion in 2015, reflecting substantial growth over the years.
• Format Shifts: Display and search activities have increasingly shifted to mobile devices, with mobile now representing 35% of search and display revenue in FY 2015.

Industry Breakdown

• Retail: Accounted for 22% of FY 2015 revenues, up from 21% in 2014.
• Automotive: 13% of FY 2015 revenues, up from 12% in 2014.
• Financial Services: 13% of FY 2015 revenues, consistent with 2014.
• Telecom: 9% of FY 2015 revenues, consistent with 2014.
• Leisure Travel: 9% of FY 2015 revenues, consistent with 2014.
• Consumer Packaged Goods: 6% of FY 2015 revenues, consistent with 2014.
• Consumer Electronics and Computers: 7% of FY 2015 revenues, consistent with 2014.
• Pharmaceutical & Healthcare: 5% of FY 2015 revenues, consistent with 2014.
• Media & Entertainment: 5% and 4% respectively, consistent with 2014.

Methodology

• The report is not an audit, and PwC provides no assurance regarding the data.
• Only aggregate results are published, and individual company data is kept confidential.
• The data is sourced from the North American Standard Industrial Classification (SIC) Manual and includes various categories such as Retail, Automotive, Financial Services, etc.

Key Quotes

"Mobile's impressive upswing is a testament to its increasing importance to marketers." — Randall Rothenberg, President and CEO, IAB
"Internet advertising was a disruptive innovation when the industry was formed. Twenty years later we still see double-digit growth rates, including 20 percent in 2015." — David Silverman, Partner, PwC US

Conclusion

The report highlights the continued dominance of internet advertising in the U.S. market, with mobile advertising emerging as a major growth driver. The concentration of revenue among top 10 companies remains high, while social media advertising has seen consistent growth. The performance-based pricing model remains the most prevalent, and the internet's share of advertising revenue continues to expand, surpassing traditional media like television in recent years.