Search Engine Land » PPC » IAB: Search Still On Top, Accounting For Nearly Half Of Interactive Ad Spending

IAB: Search Still On Top, Accounting For Nearly Half Of Interactive Ad Spending

Spending on Search Marketing continues to be the biggest contributor to online advertising revenues in the U.S., according to the latest report on the first half of 2012 released by the Interactive Advertising Bureau and Pricewaterhouse Coopers. Search ads represented 48% of the overall interactive advertising market in the first six months of 2012, bringing […]

Pamela Parker on October 12, 2012 at 2:08 pm | Reading time: 1 minute

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Spending on Search Marketing continues to be the biggest contributor to online advertising revenues in the U.S., according to the latest report on the first half of 2012 released by the Interactive Advertising Bureau and Pricewaterhouse Coopers.

Search ads represented 48% of the overall interactive advertising market in the first six months of 2012, bringing in $8.1 billion. The 2012 revenue figure is 19% higher than what was recorded during the same period of 2011, when search represented 46% of the market.

The report also showed that performance (often cost-per-click) pricing, which is strongly associated with search as well as with the Google Display Network, remains the dominant pricing model online, continuing to grow in strength. Performance deals accounted for 67% of spend in the first half, while display dipped to just 31% and hybrid deals represented just 2% of spending.

For more on the report, including more detailed data on other sectors, check out our story on Marketing Land.

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About the author

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Pamela Parker

Pamela Parker is Research Director at Third Door Media's Content Studio, where she produces MarTech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land and MarTech. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She's a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master's degree in journalism from Columbia University.