An IAB report found that US digital ad spending crossed $100 billion in 2018

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 08, 2019, 12:36 PM UTC

The Internet Advertising Revenue Report shows spending increased 22% from 2017.

The regular IAB and PwC study shows that US digital ad spending reached $107.5 billion in 2018. Mobile advertising saw 40% growth from the previous year to reach $69.9 billion and video ad spends totalled $16.3 billion, a 37% increase. Digital audio advertising, up by 23%, accounted for $2.3 billion.

Sue Hogan, senior vice president of research and measurement at IAB commented that while historically mobile ad spends have lagged behind the time spent by consumers on mobile, “parity” has almost been achieved. David Silverman, partner at PwC, commented on whether this may slow down growth, noting that in the past “the industry has found ways to evolve, and it will again.”

Addressing concerns regarding the impact of GDPR and other privacy regulations, Silverman said that it may be too early to judge the financial implications of these regulations. Hogan added that the California Consumer Protection Act could be comparatively “more influential” on ad spends in the US.

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