IAB: Mobile Revenues $3 Billion In 1H, 15 Percent Of Total

The IAB has just released its Q2 and first half 2013 revenue report. Total digital ad revenue in the US was roughly $20 billion. Search was the largest single category and mobile captured 15 percent of the overall total in the first six months of this year.

Almost all ad formats/categories were up in real-dollar terms. However percentages were down because of the rise of mobile.

The IAB doesn’t break out mobile ad formats as it does with PC advertising. Search is the largest single mobile ad format — likely bringing in more than 50 percent of total mobile revenue.

Mobile revenues were $3 billion during the first half of 2013 vs. $1.2 billion during the same period a year ago. That represented growth of 145 percent. Accordingly we’re likely to see overall US mobile ad spending exceed $6 billion this year. The holidays will be a big quarter for mobile marketing and advertising.

Overall, Retail, Financial Services and Automotive were the top three spending industry categories in digital.

The largest ad networks/companies captured the lion’s share of online ad revenues as has been the case for several years. Ten companies accounted for 70 percent of total revenues in Q2 2013, which was down slightly from 73 percent in the same period last year.