Tuesday, May 2, 2017

" ... Search, Banner, Video, 'MOBILE',.." - Er, Why ?

The latest IAB's US digital ad revenue report for 2016 has just been released. Although US-specific,it good bellwether stuff. Key takeouts (not many surprises albeit) :
1. Total digital ad = US$ 72.5 Bn., FY15 +22 %, 5Yr CAGR + 16 % p.a. 2. Growth driven by video FY + 53% overall + 146% on mobile, + 15% desktop, although overall share of total is low at 12% 3. Search @ 48% share, moving to Mobile (FY + 91% vs -13% on desktop) 4. Mobile now leads at 50.52 % of total, F15 + 77 %, 5yC + 87 % p.a. 5. Desktop fell FY -8 %, | 5yC +4 % p.a., video the only growth format 6. Top 10 players stable at 73% share (Ten year : low = 69%, high = 75%) 7. Sectoral contributions stable, Led by Retail (21%), Finance (13%), Auto (13%), Telecom (9%) and Travel (8%), No change in CPGs at 6% of total
You can read and download the report here.
Oh, and why do we overlap format and channel and say " Search, Display,Video, Mobile, Social,.." ? Context-specific is easy to understand - for e.g., to parse out Mobile-only buys, etc - and IMHO is how it should be too ; but as generic classification ? I haven't figured it out yet. Any thoughts ?
Thanks for reading. Cheers :)

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