Despite all the worries about ad fraud, ad blocking and other ailments of the internet, the growth of online advertising seems to show no signs of slowing down.
According to a new report by PwC, digital advertising revenues continued to climb in 2017, rising 21 percent to $88 billion in the U.S. The annual Internet Advertising Revenue Report, released today, was created for the Interactive Advertising Bureau and conducted independently by PwC’s New Media Group.
While 2017 was yet again another record year for digital ad revenue, it was also the first time online ad spend surpassed the combined total of TV, broadcast and cable advertising, according to PwC. Much of that growth was driven by mobile, which accounted for $49.9 billion in digital revenue—or around 57 percent of the total for the year. Social media also sped up the pace of its growth, increasing 36 percent to now account for about a quarter of all online ad revenue.
“One of the things we looked at when combing this report is that the industry is growing at such a sustained high clip, while the rest of the industry is fairly flat growth,” said David Silverman, a partner at PwC.
As a part of the report, PwC conducted surveys with ad agencies, publishers and ad-tech companies and found that many companies attributed growth to the increased use of data, artificial intelligence and analytics.