IAB internet advertising revenue report 2016

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www.pwc.com/e&m
www.iab.net
IAB internet
advertising
revenue report
2016 full year results
April 2017
An industry survey
c...

Any trademarks included are trademarks of their respective owners and are not affiliated with, nor endorsed by,
Pricewater...

PwC | IAB internet advertising revenue report 1
Background
About the IAB internet advertising revenue report
Conducted by ...

PwC | IAB internet advertising revenue report 2
Executive summary
IAB internet advertising revenue report 2016 full
year h...

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PwC | IAB internet advertising revenue report 3
Year-to-date revenues show
strong growth
FY 2015 vs. FY 2016 ($ billions)
...

PwC | IAB internet advertising revenue report 4
Detailed findings
Revenues totaled $21.6 billion in Q4 2016
Total 2016 fou...

PwC | IAB internet advertising revenue report 5
Shift from desktop to mobile
Mobile makes up more than 50% of internet adv...

PwC | IAB internet advertising revenue report 6
Continued historical quarterly
revenue trends
Quarterly growth continued u...

PwC | IAB internet advertising revenue report 7
Historical revenue mix – First half vs.
second half
Second-half revenues r...

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PwC | IAB internet advertising revenue report 8
Historical data findings
Annual and quarterly revenue growth
Revenue
(in m...

PwC | IAB internet advertising revenue report 9
Revenue concentration
Top 10 companies command 73% of revenues in Q4 2016
...

PwC | IAB internet advertising revenue report 10
Ad format – Fourth quarter 2016 results
Mobile continues to dominate as t...

PwC | IAB internet advertising revenue report 11
Ad format – Full year 2016 results
Mobile broke the barrier and flooded t...

PwC | IAB internet advertising revenue report 12
Historical format trends
Only Mobile and Desktop Video saw an increase in...

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PwC | IAB internet advertising revenue report 13
Mobile narrowly surpasses desktop for
the first time
Mobile growth is dri...

PwC | IAB internet advertising revenue report 14
The gap between desktop video and
Mobile video is quickly closing
In FY 1...

PwC | IAB internet advertising revenue report 15
Social media advertising revenue
Social Media advertising revenue totaled...

PwC | IAB internet advertising revenue report 16
2016 marks the debut of digital audio
advertising as a standalone categor...

PwC | IAB internet advertising revenue report 17
Industry advertising – Year-over-year
comparison
Internet ad revenues by ...

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PwC | IAB internet advertising revenue report 18
Revenues by pricing model
Performance-based pricing shows slight downtick...

PwC | IAB internet advertising revenue report 19
Historical pricing model trends
Performance-based pricing remains the pre...

PwC | IAB internet advertising revenue report 20
Appendix
Definitions of leading industry categories
The industry categori...

PwC | IAB internet advertising revenue report 21
Definitions of advertising formats and pricing models
Banner
Advertising
...

PwC | IAB internet advertising revenue report 22
Rich Media Display-related ads that integrate some component of streaming...

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PwC | IAB internet advertising revenue report 23
Definitions of advertising formats and pricing models
Digital Audio Parti...

PwC | IAB internet advertising revenue report 24
Survey scope and methodology
Survey scope
The Interactive Advertising Bur...

PwC | IAB internet advertising revenue report 25
About the interactive advertising bureau
The Interactive Advertising Bure...

PwC | IAB internet advertising revenue report 26
PwC’s technology and entertainment, media, and
communications practices
A...

© 2017 PwC. All rights reserved. PwC refers to the US member firm or one of its subsidiaries or affiliates, and may
someti...

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