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Internet Advertising Revenue Report Summary (HY 2019)

Core Content

The IAB Internet Advertising Revenue Report for the first half of 2019 provides a comprehensive overview of the growth and distribution of internet advertising revenue across various formats, platforms, and pricing models. It highlights the shift in revenue from desktop to mobile, the dominance of performance-based pricing, and the increasing role of digital video and social media in the advertising landscape.

Main Points

Internet Advertising Revenue Growth

• First Half 2019 Revenue: $57.9 billion, representing a 16.9% increase compared to the first half of 2018 ($49.5 billion).
• Quarterly Growth:
  • Q1 2019: $4.1 billion, up 17.2% from Q1 2018.
  • Q2 2019: $29.9 billion, up 16.7% from Q2 2018.
• Historical Context: For the first time since 2009, first-half revenues were less than second-half revenues by $30 million.

Desktop vs. Mobile Revenue

• Mobile Revenue Share: Increased to 69.0% in the first half of 2019, showing a continued shift from desktop to mobile.
• Revenue Trends: Mobile and desktop advertising revenue shares have swapped over the past four years, with mobile now leading.

Advertising Formats

• Banner Ads: Include Ad Banners/Display, Rich Media, and Sponsorship.
• Other Formats: Include Classifieds, Leads Generation, Audio, and Unspecified.
• Digital Video: Showed the largest growth among formats, with revenue increasing significantly in both desktop and mobile segments.

Top 10 Companies

• The top 10 companies continue to account for the majority of total advertising revenues, indicating a concentration of market power among a few dominant players.

Revenue Mix

• First Half vs. Second Half: First half revenue was slightly lower than the previous second half, highlighting a shift in the timing of revenue generation.

Key Information

Social Media Advertising

• Revenue Growth: Social media advertising revenue grew by 25.7% in the first half of 2019 compared to the first half of 2018.
• Trend: Social media continues to be a key driver of growth in the internet advertising sector.

Digital Audio

• Revenue: Reached $1.2 billion in the first half of 2019, showing steady development in this segment.

Pricing Models

• Performance-Based Pricing: Remains the leading pricing model, accounting for a significant portion of total advertising revenue.
• Historical Data: Performance-based pricing has been dominant since 2006, with its share of total revenue increasing over the years.

Methodology

• The report is compiled by PwC and the IAB, using a quantitative mailing survey with leading industry players.
• Data Sources:
  • Direct data from companies generating internet advertising revenue.
  • Publicly disclosed information.
  • Conservative estimates for non-participating companies.
• Confidential Process: Aggregate data is released, ensuring confidentiality of individual company figures.

About the Report

• The IAB Internet Advertising Revenue Report is part of an ongoing effort to provide an accurate barometer of internet advertising growth.
• The report is methodologically rigorous, aiming for industry-wide acceptance and differentiation from other estimates.

Contributors

• Susan (Sue) Hogan: SVP, Research & Analytics at IAB.
• Chris Bruderele: Sr. Director, Research & Analytics at IAB.
• David Silverman: Partner, Assurance Services at PwC.
• Stephen Krasnow: Manager, Advisory Services at PwC.

This summary captures the essential findings and structure of the report, emphasizing the growth trends, revenue distribution, and the methodologies used to compile the data.