Global digital ad spend had a cracker year in 2017, and is well on track to smash a few records as well.
The IAB Internet Advertising Revenue Report, conducted by PwC, reveals that digital advertising revenue grew to US$40 billion in the first half of 2017, marking a rise of 23%.
The trend indicates digital advertising will have passed US$85 billion by the end of 2017, once someone gets around to counting it all.
Mobile means more
The most lucrative segment was mobile, which accounted for over half (54%) of all digital ad revenue. This marks an increase of 47% from the first half of 2016.
However video is the only ad format showing growth on the desktop. Combined mobile and desktop video increased to US$5.2 billion in the first half of 2017, an increase of 37% year-on-year.
Size matters not
Who's buying all this ad space?
The IAB reports that three quarters of SMEs in the US now purchase digital advertising, and 80% of these do so using self-service platforms such as Facebook, Google, and Twitter.
Just 15% dabble in buying programmatically.
Expect more records to tumble this year. The IAB reckons 63% of SMEs plan to increase their digital spend in 2018.