US Digital Ad Revenues For 2015 Top $59.6 Billion
Another year, another record and double-digit growth for digital advertising in the US. Digital ad spend topped $59.6 billion in 2015, a gain of 20.4 percent over 2014’s $49.5 billion, according to the Interactive Advertising Bureau’s annual report conducted by PwC.
The chart below illustrates the 10-year growth in US digital advertising revenues from 2005 to 2015 in which the industry has seen a 17 percent compound annual growth rate (CAGR). 2010 was the year mobile began to play role in US digital ad spend totals. Since then, mobile has seen 100 percent CAGR compared to just 9 percent growth from non-mobile revenue over the past five years.
In the fourth quarter of 2015, digital ad revenues shot up past $17 billion for the first time, up from $14.5 billion in the fourth quarter of 2014. Revenues for the second half of 2015 were $32.1 billion, representing 54 percent of the annual total for the year, which is in line with the revenue split seen in past years.
Despite Google's consistent pushing towards mobile advertising, I was surprised to see the relative role of mobile in these numbers. It is growing significantly, but is only approaching relevance for many advertisers and still seems very 'early funnel'.