Digital advertising spend increased to $32.7 billion during the first six months of 2016, according to the latest report from the Interactive Advertising Bureau (IAB), a leading trade group for digital publishers and advertisers.
This figure is an increase of 19 percent from the same period last year, and it represents an all-time high. The industry’s continued growth was driven in large part by the impressive numbers from the mobile side, where ad revenue increased 89 percent to $15.5 billion — mobile accounted for 47 percent of all digital advertisement spending, making it bigger than desktop search.
Analysts believe, this is an inflection point, with mobile set to become the big story going into the future. The report, which was prepared for the IAB by PricewaterhouseCoopers, showed that mobile spending was up across all categories. Mobile video, for example, increased 178 percent to $1.6 billion, while mobile search increased 105 percent to $7.4 billion. Meanwhile, things are declining on the desktop side, with desktop search down 12 percent to $8.9 billion, and desktop display down 7 percent to $6.3 billion.