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KPCB INTERNET TRENDS 2016 | 2016 Internet Trends Report

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KPCB INTERNET TRENDS 2016 | PAGE 45
@ Margin...
Advertisers Remain Over-Indexed to Legacy Media
Source: Advertising spend based on IAB data for full year 2015. Print includes newspaper and magazine. Internet includes desktop + laptop + other connected devices. ~$22B opportunity calculated
assuming Mobile ad spend share equal its respective time spent share. Time spent share data based on eMarketer 4/16. Arrows denote Y/Y shift in percent share.
Excludes out-of-home, video game, and cinema advertising.
% of Time Spent in Media vs. % of Advertising Spending, USA, 2015
4%
13%
36%
22%
25%
16%
10%
39%
23%
12%
0%
10%
20%
30%
40%
50%
Print Radio TV Internet Mobile
%ofTotalMediaConsumptionTime
orAdvertisingSpending
Time Spent Ad Spend
Total
Internet Ad
= $60B
Of Which
Mobile Ad
= $21B
~$22B
Opportunity
in USA

Published in: Technology
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