[SMK] Social Media Knowledge


IAB hits $88 billion in 2017

The Interactive Advertising Bureau has been reported by PricewaterhouseCoopers as achieving a multi-billion dollar milestone of note.

Movin’ on up

Video, social, search, and audio are all in the wheelhouse of interactive advertising, but it’s mobile that boosted IAB’s numbers for their ninth record-breaking year.

Mobile accounted for 57% (about $50 billion) of 2017, while video brought in $6.5 billion, overtaking even desktop video ads. All in all, interactive mobile advertising is up 33% over 2016.

Search advertising is up 18% to a total of $40.6 billion, capturing 46% of overall ad revenue in 2017, while digital audio rose 39% to contribute a robust $1.6 billion in 2017.

The report

PwC compiled their findings through a variety of sources, from 10-K filings to LinkedIn. Without the inclusion of Facebook and Google data, IAB paints a picture of the industry as a whole.

According to Pivotal Research analyst Brian Wieser, it's safe to say that Facebook and Google account for 90% of digital ad growth in 2017, and really, that’s no surprise.

What do you think about the latest report from PwC? Are you surprised mobile is the premiere home for marketing ads? Give us your two cents in the comments below.

Learn with SMK through July

Start your SMK: Digital Excellence 7-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

Not to mention a shoulder to cry on, occasionally.

July's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: Meta Business Suite on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Google Analytics 4, Data Analysis & Evaluation Masterclass on Thursdays from 10 am – 12 pm AEST

  • Module 1: GA4 Optimisation, Key Features, Tools & Reports
  • Module 2: Setting up GA4 Conversions & Understanding Analytics Events
  • Module Three: Analytics campaign tracking and report analysis
  • Module Four: GA4 report round-up, conversion attribution & visualisation

Influencer Marketing Masterclass: Organic, Paid & Commerce on Fridays from 10 am – 12 pm AEST

  • Module 1: 2024 Influencer Marketing Trends, Forecasts & Opportunities
  • Module 2: Organic Influencer Marketing Best Practices
  • Module 3: Optimising Influencer Campaigns With Social Ads
  • Module 4: Evaluation, Reporting and Influencer Commerce

Leave a Comment