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IAB: First Half 2015 Ad Revenues $27.5 Billion, Search Captures 50 Percent
Search is down on a percentage basis on the PC but up overall because of mobile, as are the real dollars.
Today the IAB (and PriceWaterhouseCoopers) released its half yearly Internet Advertising Revenue Report. Total US digital revenues were $27.5 billion for the first half of 2015. Mobile ad revenues were $8.2 billion or just under 30 percent.
Search led all other categories, though its percentage share of desktop advertising is declining. A year ago, paid-search advertising represented 39 percent of desktop revenue. It now represents 37 percent. Overall, dollars are increasing, however; and when combined with mobile search, the contribution of search advertising to the digital total is 50 percent.
According to the report, desktop paid search brought in $10.1 billion in the first half vs. $9.1 billion a year ago. However, when mobile search revenues are included, the paid-search total climbs to $13.7 billion.
Mobile search revenue by itself was $3.6 billion. The overwhelming majority of that likely belongs to Google, given its mobile search market share. Indeed, digital ad revenue is highly concentrated among a few dominant companies.
The IAB estimates that “the ten leading ad-selling companies” captured nearly three-quarters (72 percent) of all ad revenue in the second quarter. That concentration is arguably even more acute in mobile.