What: The first quarter of 2017 marked the highest ever Q1 revenues for digital advertising in the U.S., hitting US$19.6 billion, according to the latest IAB Internet Advertising Revenue Report.
Why it matters: Revenues mark the highest Q1 earnings on record, climbing 23 percent, or US$3.7 billion, from the same period just a year ago.
The first quarter of 2017 marked the highest ever Q1 earnings for digital advertising in the U.S., hitting US$19.6 billion, according to the latest IAB Internet Advertising Revenue Report released by the Interactive Advertising Bureau (IAB) and prepared by PwC US.
Climbing 23 percent, or US$3.7 billion, from the same period just a year ago, these earnings represent the second-highest quarter of all time, and follow on the heels the industry’s strongest quarter on record—Q4 2016 at US$21.6 billion.
In addition, Q1 2017 marks the seventh consecutive first quarter to have double-digit, year-over-year growth.
The Q1 and Q3 revenue estimates are based upon a survey of the largest companies, which are then projected to the overall market based upon recent historical revenue market share. The estimates are updated, if necessary, when we prepare the more detailed analysis in the half year and full year reports.
IAB sponsors the IAB Internet Advertising Revenue Report, which is conducted independently by PwC US. 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.
“These figures reflect marketers’ ongoing commitment to invest in digital,” said Chris Kuist, Senior Vice President, Research and Impact, IAB. “This steady growth is a direct result of interactive advertising’s power to reach consumers where they are spending more and more of their time—on connected screens.”
“The first quarter of 2017 represents the strongest beginning to any year yet in digital ad spend,” said David Silverman, a partner at PwC US. “It’s a testament to interactive’s ability to attract audiences and the marketing dollars that follow.”