“A mind blow of a number.” That’s how Sue Hogan, SVP of Research and Measurement at the Interactive Advertising Bureau (IAB) described the final tally on how much was spent on digital advertising last year. The full-year 2018 total represents a 22 percent year-over-year increase from the $88.3 billion spent on digital advertising in 2017. The IAB reports a record-breaking $107.5 billion was spent by marketers, marking the first time the $100 billion mark had been exceeded.
The Internet Advertising Revenue Report is prepared by PricewaterhouseCoopers (PwC) for the IAB, and on a webinar yesterday PwC partner David Silverman said his headline isn’t the growth, but the consistency, pointing out digital ad dollars have now grown at a 20 percent or better clip in each of the past four years. To put that into perspective, he said that’s meant a five-fold increase during the past decade. “A large part of the growth in the past five or six years has been the shift to mobile. As consumers have shifted to mobile devices and multiple devices, it’s created tremendous opportunity for advertisers,” Silverman said.