普华永道-2019上半年美国网络广告支出报告（英文）-2019.11-25页_1mb

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. The report is prepared by PwC and is part of the IAB's ongoing mission to offer an accurate barometer of internet advertising growth.

Main Points

Internet Advertising Revenue Growth

• Year-to-date (HY 2019) revenue reached $57.9 billion, an increase of $8.4 billion (16.9%) compared to HY 2018.
• Q2 2019 revenue was $29.9 billion, up $4.3 billion (16.7%) from Q2 2018.
• Q1 2019 revenue was $4.1 billion, a 17.2% increase from Q1 2018.
• Q2 2019 growth slowed compared to prior years, indicating a potential plateau in growth.

Revenue Mix and Trends

• Mobile advertising revenue surpassed desktop for the first time since 2009, with mobile accounting for $69.0% of total revenue in HY 2019.
• Digital video showed the largest growth among advertising formats in HY 2019, reinforcing its dominance in both desktop and mobile advertising.
• First half 2019 revenues were slightly lower than the previous second half, with a $30 million gap.

Advertising Formats

• Banner advertising (including Ad Banners/Display, Rich Media, and Sponsorship) and Other formats (including Classifieds, Leads Generation, Audio, and Unspecified) were the primary categories.
• Banner advertising accounted for $36.4 billion in HY 2019, while Other formats reached $21.5 billion.
• Digital video continued to grow, with desktop video at $12.5 billion and mobile video at $10.1 billion.

Social Media and Digital Audio

• Social media advertising grew by 25.7% in HY 2019 compared to HY 2018, reflecting its increasing importance in the digital ecosystem.
• Digital audio advertising reached $1.2 billion in the first half of 2019.

Pricing Models

• Performance-based pricing remained the dominant model, with a significant share of total internet advertising revenue.
• The report notes that pricing model definitions may have evolved over time, both within the survey process and as interpreted by respondents.

Key Information

• The survey methodology includes:
  • Collecting historical data directly from companies generating internet advertising revenue.
  • Inclusivity of all advertising formats and platforms.
  • Confidentiality, with only aggregate data being released.
• PwC plays a key role in compiling and analyzing the data, drawing on its extensive experience in advising Entertainment, Media, and Communications (EMC) and Technology (Tech) companies.
• The report highlights the continued shift toward mobile advertising, the growth of digital video, and the rising importance of social media in the advertising landscape.

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

Conclusion

The IAB Internet Advertising Revenue Report for HY 2019 illustrates a strong and sustained growth in digital advertising revenue, with a notable shift toward mobile and continued dominance of performance-based pricing models. The report also emphasizes the rapid rise of digital video and social media as key drivers of this growth, offering valuable insights into the evolving digital advertising landscape.