iab-2018年美国网络广告收入报告（英文）-2019.5-32页_5mb

报告摘要

IAB Internet Advertising Revenue Report Summary (FY 2018)

Core Content

The IAB Internet Advertising Revenue Report for FY 2018 marks a significant milestone in the digital advertising industry, as total internet advertising revenues in the United States surpassed $100 billion for the first time, reaching $107.5 billion. This growth was driven by several key factors including the rise of digital video, the expansion of mobile advertising, and the increasing use of programmatic technology. The report also highlights the impact of regulatory changes like GDPR and CCPA, as well as the ongoing shift in pricing models towards CPM and the role of social media in shaping advertising strategies.

Main Points

1. Full Year Growth

Total digital ad revenues for FY 2018 reached $107.5 billion, a 21.8% increase from FY 2017.
Digital video was the fastest-growing format, with $16.3 billion in revenues, a 37% increase from the prior year.
Mobile advertising accounted for 65.1% of total digital ad revenues in FY 2018, up from 56.7% in FY 2017.

2. Quarterly Growth

Q4 2018 revenues totaled $31.4 billion, a 19.8% increase from Q4 2017 and an 18.1% increase from Q3 2018.
Mobile ad revenues increased 39.7% year-over-year, contributing to its dominance in the market.

3. Revenue Concentration

The top 10 companies accounted for 75% of total ad revenues in Q4 2018, up from 72% in Q4 2017.
Companies ranked 11th to 25th saw their share of revenues decrease to 7%, from 8% in Q4 2017.

4. Digital Video Growth

Digital video ad revenues increased to $16.3 billion in FY 2018, with mobile video reaching $10.2 billion (up 65.2%).
Mobile video now accounts for 62.9% of all digital video ad revenues, up from 52.2% the previous year.

5. Social Media Advertising

Social media ad revenues reached $29 billion in FY 2018, up 30.6% from FY 2017.
Social media continues to outpace the overall industry in growth, although the rate has slowed.

6. Digital Audio Advertising

Digital audio ad revenues reached $2.3 billion in FY 2018, a 22.9% increase from FY 2017.
Podcast advertising was a major contributor to this growth.

7. Pricing Models

Performance-based pricing accounted for 61.8% of total revenues in FY 2018, a slight decrease from 62.3% in FY 2017.
CPM pricing increased slightly to 34.9%, up from 33.9% in FY 2017.
Hybrid pricing decreased to 3.3%, from 3.9% in FY 2017.

8. Market Share by Media

Internet advertising led all media types, with a $36.5 billion lead over TV advertising.
Internet advertising is the only media type to experience double-digit year-over-year growth, while other media types saw single-digit growth.

9. Regulatory Impact

Regulations such as GDPR and CCPA have started to impact the digital advertising landscape, especially for smaller players.
These regulations are forcing companies to rethink their strategies to balance revenue growth with compliance and consumer trust.

10. Programmatic Advertising

Programmatic ad revenues accounted for 80% of all digital display advertising revenues.
The efficiency of programmatic advertising continues to be a key driver for advertisers, although platform fees can reduce the amount of revenue reaching publishers.

11. New Ad Technologies

The convergence of big data and AI is expected to drive further innovation in digital advertising.
Blockchain is seen as a potential solution for addressing trust gaps in the advertising ecosystem.
5G technology is anticipated to enhance mobile video experiences and improve ad efficiency.

Key Information

Mobile dominance: Mobile ad revenues now make up 65.1% of total digital ad revenues.
Digital video growth: Digital video ad revenues grew by 37.2% to $16.3 billion.
Social media: Social media ad revenues reached $29 billion, with 30.6% growth.
Revenue concentration: Top 10 companies control 75% of Q4 2018 ad revenues.
CPM pricing: Increased to 34.9%, up from 33.9% in FY 2017.
Regulatory pressures: GDPR and CCPA are shaping the advertising landscape, especially for smaller companies.
Future trends: The rise of social stories, AI, blockchain, and 5G is expected to continue driving growth and innovation in the digital advertising space.

Conclusion

The 2018 IAB Internet Advertising Revenue Report underscores the continued growth of the digital advertising market, with mobile and digital video leading the charge. While performance-based pricing remains the dominant model, there is a slight shift towards CPM. Regulatory changes are influencing the industry, particularly affecting smaller players, and new technologies are poised to further transform the advertising ecosystem. The report highlights the importance of innovation, data utilization, and regulatory compliance in shaping the future of digital advertising.