Data: Paid Search Accounted for 47% of Mobile Ad Spend in 2016

Two years ago mobile search surpassed query volume on the desktop and new 2016 data found that mobile now captures almost 7 in 10 digital media minutes. Mobile usage continues to transform consumer behavior and advertisers are finally responding.

According to the IAB, mobile ad revenue in 2016 has finally passed desktop digital revenue. Total U.S. digital ad spending was $72.5 billion in 2016. Mobile revenue was 51% of the total and 53% in Q4. In dollars, mobile was responsible for slightly under $37 billion in ad spending in 2016.

Of the $37 billion spent on mobile, paid search ads represented 47% of the mobile ad spend or roughly $17 billion. Banner ads and video ads combined to account for 49% or about $18 billion. Clearly ad spending has followed consumer usage — and the trend should continue. But whether ad spending will directly mirror time spent data is an open question.

The data come from the IAB/PwC report, “2016 IAB Internet Advertising Revenue Report.” To access the graphic above, click here.

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