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SEM

IAB: Paid search was 48 percent of total digital spend in 2016

Spending declined on the desktop but grew by nearly $6 billion overall because of mobile.

Greg Sterling on April 27, 2017 at 10:32 am
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Paid search advertising accounted for roughly $35 billion in 2016, split almost evenly between the desktop and mobile. That’s according to the IAB’s 2016 revenue report, released yesterday.

On a percentage basis, desktop paid search declined by 10 points and was down by a little under $3 billion in real dollars. However, overall paid search revenues were up vs. a year ago by almost $6 billion.

Mobile ad spending surpassed spending on the desktop for the first time, and represented 51 percent of digital ad spending in the US; in Q4 2016 it was 53 percent.

Total digital ad spending was $72.5 billion in 2016, up 22 percent from 2015. Mobile was responsible for growth across all digital formats: search, display, video, social and so on. Overall, mobile spending (across formats) came in just under $37 billion in 2016.

Growth of mobile ad spending in the US

Read a more complete breakdown of the IAB report on Marketing Land.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.



About The Author

Greg Sterling
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.

Related Topics

Channel: SEMGoogle AdsSearch Ads: GeneralSearch Ads: Mobile SearchStats: Search BehaviorStats: SizeStats: Spend Projections

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