普华永道-2019年美国网络广告收入报告（英文）-2020.5-32页_3mb

Internet Advertising Revenue Report Summary

Core Content Overview

The IAB Internet Advertising Revenue Report provides a detailed analysis of the internet advertising industry's performance in the full year of 2019 and the first quarter of 2020, highlighting trends, growth, and challenges. The report is prepared by PwC and commissioned by the Interactive Advertising Bureau (IAB), with results released quarterly since 1996.

Key Figures

• Q1 2020 Internet Advertising Revenues: $31.4 billion, representing a 12.0% increase from the prior Q1 period.
• Full Year 2019 Internet Advertising Revenues: $124.6 billion, up 15.9% from FY 2018.
• Q4 2019 Internet Advertising Revenues: $35.4 billion, up 12.9% from Q4 2018.
• Q3 2019 Internet Advertising Revenues: $35.4 billion, up 17.7% from Q3 2018.
• Top 10 Ad-Selling Companies Share: Increased from 7.4% in FY 2018 to 7.0% in FY 2019.

Main Trends and Insights

1. Slowdown in Growth

• The growth rate of internet advertising in 2019 was the slowest since 2012, at 15.9%.
• This slowdown is attributed to the maturing of the digital advertising industry and the impact of the coronavirus in Q1 2020, which significantly affected advertising spending.

2. Shift to Mobile

• Mobile advertising continues to dominate, with 69.6% of total internet advertising revenue in FY 2019.
• Mobile ad revenues increased by 24.0% YoY, reaching $86.7 billion.
• Mobile ad revenue now accounts for 67.8% of all digital video ad revenues.

3. Digital Video Growth

• Digital video ad revenue reached $21.7 billion in FY 2019, up 33.5% from FY 2018.
• Mobile video ad revenue grew by 43.9%, contributing significantly to the overall growth in the format.
• Video is the fastest-growing advertising format, with a 15.9% YoY increase.

4. Social Media Advertising

• Social media advertising accounted for 28.6% of total internet advertising revenue in FY 2019, totaling $35.6 billion.
• It showed a 23% YoY increase, driven by the rise of social stories and the ability to connect with audiences in an authentic way.
• Social media advertising continued its 43.0% CAGR from 2012 to 2019.

5. Search Advertising

• Search ad revenue in FY 2019 was $54.7 billion, up 12.9% from FY 2018.
• It represented 43.9% of total internet advertising revenue in FY 2019, slightly down from 45.1% in FY 2018.
• In Q4 2019, search ad revenue reached $15.0 billion, up 9.1% YoY.

6. Banner Advertising

• Banner ad revenue in FY 2019 was $38.1 billion, up 13.8% from FY 2018.
• In Q4 2019, banner ad revenue totaled $10.9 billion, up 12.4% YoY.
• Desktop banner ad share decreased from 22.5% to 20.3%, while mobile banner ad share slightly decreased from 35.8% to 35.1%.

7. Audio Advertising

• Audio ad revenue in FY 2019 was $2.7 billion, up 21.2% from FY 2018.
• Mobile audio ad revenue grew by 25.3%, compared to 7.6% on desktop.
• Mobile audio ad revenue made up 79.4% of total audio ad revenue.

8. Programmatic Advertising

• Programmatic ad revenue reached $57 billion in FY 2019, up $9.8 billion from 2018.
• It accounted for 81.5% of non-search advertising, showing strong adoption and efficiency.

9. Pricing Models

• Performance-based pricing increased to 62.9% of total FY 2019 internet advertising revenue.
• CPM-based pricing rose to 35.2%.
• Hybrid pricing decreased to 1.9% from 3.3% in FY 2018.

10. Comparison with Other Media

• Internet advertising outperformed all other media in terms of growth, with the exception of esports, which grew at 27.0% YoY.
• Internet ad revenue reached $124.6 billion, while TV advertising declined by 0.6% to $70.576 billion.

Outlook and Challenges

• The coronavirus has caused significant uncertainty in the advertising industry, with many companies expecting a negative impact on Q2 and beyond.
• The decline of third-party cookies is a major challenge, as it could disrupt traditional advertising models and reduce targeting capabilities.
• The video buying marketplace is outdated and in need of innovation to accommodate the growth of digital video.

Conclusion

The report underscores that while the growth of internet advertising has slowed compared to previous years, it remains a dominant force in the media landscape. The continued shift to mobile, growth in digital video, and expansion of social media advertising are key drivers of this growth. However, the industry must adapt to new challenges, including the impact of the coronavirus, cookie deprecation, and the need for innovation in video buying and ad formats.