The Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC) have teamed up to release their latest US internet advertising revenue report [PDF], with this latest edition covering activity in the first half of the year. The study details the continued growth of mobile ad spending, which comprised almost one-quarter (23%) of total online ad spend.
That figure represents steady growth from years past: in H1 2013, mobile comprised 15% of online ad spend; a year earlier, mobile was just 7% of spend.
In fact, mobile is now the second-largest online advertising format in the US, having overtaken desktop banner ads (17% share) during H1 en route to roughly $3 billion in revenues. Search remains the top format, but its influence appears to be waning: its 39% share of revenues in H1 is down from 43% last year and 48% the year before. However, those figures only represent desktop search. Indeed, search accounts for 51% share of mobile ad revenues. In other words, combining desktop and mobile search means that, overall, search comprised roughly 51% of online ad revenues. Read the rest at MarketingCharts.