Show Slight Fall Off Year-on-Year in Tough Economy
NEW YORK – The Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers LLP (PwC) released the IAB Internet Advertising Revenue Report for the first half of 2009. U.S. Internet advertising revenues were at $10.9 billion in that period, a 5.3% decline from the same period in 2008.
Search and display-related advertising continue to represent the largest percentages of overall interactive advertising spend. Search revenues amounted to more than $5.1 billion for the first six months of 2009, up slightly from that same period in 2008. Display-related advertising—which includes display ads, rich media, digital video and sponsorship—totaled nearly $3.8 billion in the first six months of 2009, showing a relatively modest 1.1% decline from the same period in 2008. Digital video continues to experience robust growth with a 38% increase from the first half of 2008.
“We are in one of the most difficult economic slumps in decades. Interactive is one of the advertising sectors that has been least affected,” said Randall Rothenberg, President and CEO of the IAB. “In recent years the digital revolution has driven a transformation of how consumers experience advertising and media. As the economy improves, we’re confident that brands will devote an even greater share of their budgets to reaching consumers as they make interactive media a larger part of their lives.”
“While the overall advertising market has continued to be impacted by current economic conditions, marketers are allocating more of their dollars to digital media for its accountability and because consumers are spending more of their leisure time online,” said David Silverman, PwC Assurance partner.
The following data highlights key first six-month revenue data breakouts; dollar figures are rounded.
($ millions if not indicated):
Advertising Formats: Search and Display-related ads continue to be leading formats.
FH 2009 FH 2008
Search 47% ($5,148) 44% ($5,064)
Display Related: 34% ($3,759) 33%($3,799)
-Banner Ads 22%($2,394) 21%($2,418)
-Rich Media 7% ($704) 7%($806)
-Digital Video 4%($477) 3%($345))
-Sponsorship 2% ($184) 2% ($230)
Classifieds 10% ($1,116) 14% ($1,611)
Referrals/Lead Generation 7% ($728) 7% ($806)
E-mail 1% ($149) 2% ($230)
Industry Concentration: Percentages of revenues by the top 10, top 25 and top 50 have remained consistent.
FH 2009 FH 2008
Top 10 71% 70%
Top 25 82% 81%
Top 50 89% 90%
Pricing Models: Performance deals continue to be the leading pricing models, followed closely by CPM deals.
FH 2009 FH 2008*
Performance Deals 58%($6,363) 54%($6,260)
CPM 38% ($4,059) 42% ($4,750)
Hybrid 4% ($478) 4% ($500)
*NOTE: FH, 2008 Pricing Models numbers have been restated based on additional data received after the IAB Internet Advertising Revenue Report covering the first six months and the second quarter of 2008 was published on October 7, 2008.
The IAB sponsors the IAB Internet Advertising Revenue Report, which is conducted independently by the New Media Group of PricewaterhouseCoopers. The results are considered the most accurate measurement of interactive advertising revenues because the data is compiled directly from information supplied by companies selling advertising on the Internet. The survey includes data concerning online advertising revenues from Web sites, commercial online services, free e-mail providers, and all other companies selling online advertising. The full report is issued twice yearly for full and half-year data, and top-line quarterly estimates are issued for the first and third quarters. PwC does not audit the information and provides no opinion or other form of assurance with respect to the information.
A copy of the full report is available at: http://www.iab.net/AdRevenueReport
About PricewaterhouseCoopers:
PricewaterhouseCoopers (www.pwc.com) provides industry-focused assurance, tax and advisory services to build public trust and enhance value for its clients and their stakeholders. More than 140,000 people in 149 countries across our network share their thinking, experience and solutions to develop fresh perspectives and practical advice.
“PricewaterhouseCoopers” refers to the network of member firms of PricewaterhouseCoopers International Limited, each of which is a separate and independent legal entity.
About the IAB:
The Interactive Advertising Bureau (IAB) is comprised of more than 375 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net.
