The Interactive Advertising Bureau (IAB) and PwC United States have presented a new report that shows the excellent health of the online advertising market in America during the first half of last year. 12.1 billion dollars is the record figure provided that represents an increase of 11.3% compared to the same period of the previous year.
The display ads that include banners, digital video and sponsoring account for 4.4% billion dollars, an increase of 16% compared to the results obtained in the first half of 2017. Digital video is the medium that experiences the greatest growth, 31% more than the previous year. But, the great best seller of the online advertising market, is still the sponsored searches that account for 47% of the global figure with a profit of 5.7 billion dollars and representing an increase of 11.6% over the results of the same period of the previous year.
The benefits of the interactive advertising sector are on an upward trajectory, almost all formats show positive data and almost all types of companies, especially consumer and pharmaceutical products, are increasing their investment in digital media.
Randall Rothenberg, president and CEO of the IAB, commented that “the interest shown by Internet users for online experiences is unlimited, especially with the new information and entertainment formats that exist in the digital age. This report highlights that marketing departments use interactive media to create brand image and this trend will continue to increase. “