Online advertising in US reaches $12.1b in first half 2010

Online advertising revenue set a new half-year record in the US by reaching $12.1 billion for the first half of the year, an increase of 11.3 per cent compared to the same period last year.

According to a new report by The Interactive Advertising Bureau (IAB) and PwC US, a division of PricewaterhouseCoopers, display-related advertising-which includes banner ads, rich media, digital video and sponsorships-totaled more than $4.4 billion in the first six months of 2010, showing a significant increase of close to 16 per cent over the same period in 2009.

Digital video continues to experience record growth, this year achieving the highest half-year performance ever and up 31 per cent over first half 2009.

Search advertising remains the largest percentage of overall interactive spend at 47 per cent, representing more than $5.7 billion for the first six months of 2010, up 11.6 per cent from the same period in 2009, the report revealed.

”Consumers’ appetite for immersive online experiences is limitless as technological innovation and creativity give rise to new forms of entertainment and information in the digital age,” said Randall Rothenberg, president and CEO of IAB. ”This report highlights marketers’ ongoing adoption of interactive media to build brands-and that’s only going to continue.”

”Interactive advertising revenue is on a strong upward trajectory,” said Sherrill Mane, SVP, Industry Services, IAB. ”Nearly all types of ad formats are showing positive movement and marketers across all advertising categories, most notably consumer packaged goods and pharmaceuticals, are increasing their investment in digital media.”

”With the strongest first half on record, 2010 has so far indicated that Internet advertising is back, and better than ever,” said David Silverman, PwC Assurance partner. ”While the recession clearly affected short term growth in 2009, with double digit growth in both search and display during the first six month of 2010, the long term prospects continue to be strong.”


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