Online ad revenues grew by 15% year-over-year in 2012, per the latest revenue report [PDF] from the IAB and PricewaterhouseCoopers (PwC), but the rising tide of online ad spending didn’t lift all boats. For the year, search remained dominant, at 46.3% share of revenues, but was down ever-so-slightly from 46.5% share in 2011, as revenue growth moderately trailed overall internet ad spend growth (14.5% vs. 15.2%). The researchers attribute that to a shift to mobile search, with those revenues now part of the mobile format. That format showed the most rapid increase, with spending up 111%, as mobile increased its share of online revenues from 6% to 9%.
Mobile is now the third-largest online advertising format, passing classifieds and digital video.
Digital video didn’t do so badly for itself, though. In fact, expenditures on digital video commercials grew by 28.8% year-over-year, contributing to a 0.7% point climb in video’s share of overall revenues, to 6.4%. Read the rest at MarketingCharts.
The e-Strategy Academy covers all aspects of digital marketing including search optimization & marketing, email marketing, social media marketing, video marketing, mobile marketing & public relations.