Internet Ad Revenues up 23% in the First Half of 2011: Search, Display, Referrals Are up
According to the latest figures from the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC US), Internet ad revenues rose to record levels in the first half of 2011. The year-over-year-growth was the fastest it’s been since the first half of 2007.
Internet ad revenues in the first half of 2011 surged 23.2 percent to a record $14.9 billion, according to the IAB and PwC US. This growth was more than double what it was in the first half of 2010, when Internet ad revenues increased 11.3 percent to $12.1 billion.
This was the fastest first-half growth since 2007, when ad revenues rose 26 percent to $10.0 billion.
Internet ad revenues in the second quarter alone rose 24.1 percent to $7.7 billion, an improvement from last year’s second-quarter increase of 13.9 percent to $6.2 billion.
Search accounted for 49 percent of the total in the first half of 2011, or $7.3 billion. In the first half of 2010, search accounted for 47 percent of the total ad revenues, or $5.7 billion.
Display accounted for 37 percent of the total in the first half of 2011, or $5.5 billion. This breaks down into: banner ads with $3.4 billion, digital video with $891 million, rich media with $763 million and sponsorship with $467 million. In the first half of 2010, display accounted for 23 percent of the total, or $4.4 billion.
In the first half of 2011, classifieds accounted for 8 percent of total Internet ad revenues, or $1.2 billion. This compares to the 10 percent this category accounted for in the first half last year, or $1.3 billion.
Referrals/lead generation accounted for 5 percent of the total in the first half of 2011, or $805 million. In the first half of 2010, this category accounted for 5 percent of the total, or $642 million.
Email accounted for 1 percent of total revenues, or $79 million, in the first half of 2011. In the first half of last year, email accounted for 1 percent of the total, or $120 million.
Taking a look at revenue-pricing models, IAB and PwC US found that performance-based ads accounted for 64 percent of the total in the first half of this year, or $9.6 billion. Impression-based ads accounted for 31 percent, or $4.7 billion. Hybrid ads accounted for the remaining 5 percent, or $686 million.
“These figures build upon the positive news we saw in the 2010 year-end revenue report,” said Sherrill Mane, senior vice president of industry services at IAB. “It’s a clear signal that all of us in the interactive advertising industry are delivering meaningful results to marketers—and that they are confident in investing in interactive.”
Source:
http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-092811
