The IAB Internet Advertising Revenue Report for the US puts all 2010 Internet ad revenues at a record $26 billion, up 15% from 2009. Q4 revenue also hit new highs at $7.45 billion, up 16% from Q4 2009 and 19% from Q3 2010. The most popular ad format in 2010 was search which represented 46% of revenue and saw 12% growth from last year.
Sponsorships saw the most growth with an 88% increase over last year and 142% increase in the fourth quarter alone. Display-related advertising — which includes Digital Video Commercials, Ad banners/display ads, sponsorships and rich media – continued to grow this year, totaling nearly $10 billion with an increase of 24% over 2009.
The annual report marks the debut of estimated US mobile ad revenue for 2010 between $550 and $650 million.
“As the latest IAB Internet Advertising Revenue Report amply demonstrates, brand advertisers and marketers have adopted the power of digital media as a central element of their campaigns,” said Randall Rothenberg, IAB CEO. “Consumers have shifted more of their time to digital media — watching television shows and movies online — and advertisers now accept this multifaceted medium as a key component for reaching their targets.”
The results from the full year in comparison with last year’s numbers:
Full Year |
Full Year |
|||||
Revenue (Ad Formats) | ||||||
Search |
47% |
46% |
||||
Classifieds and Directories |
10% |
10% |
||||
Lead Generation | 6% (1,451) | 5% (1,339) | ||||
1% (292) | 1% (195) | |||||
Display-related | ||||||
Digital Video Commercials | 4% (1,017) | 5% (1,420) | ||||
Ad banners / display ads |
22% |
24% |
||||
Sponsorships | 2% (383) | 3% (718) | ||||
Rich media | 7% (1,505) | 6% (1,538) | ||||
Total display-related |
35% |
38% |
||||
Revenue (Pricing Models) | ||||||
Impression-based |
37% |
33% |
||||
Performance-based |
59% |
62% |
||||
Hybrid | 4% (894) | 5% (1,254) |