Tuesday, October 22, 2019
US Digital Ad Revenues Increase
US digital advertising revenues reached $58 billion—a 17 percent increase year-over-year—during the first six months of 2019, according to the Interactive Advertising Bureau’s (IAB) “Internet Advertising Revenue Report.”
Though the growth makes it the highest spend in history for the first half of the year, digital is beginning to show signs of maturing, according to alistdaily.com.
Smartphone ownership and social media is nearing saturation, pushing the industry to focus on new channels for growth such as connected television (CTV), augmented reality (AR) and 5G.
The report notes that marketers must evolve their strategies alongside technological advancements, particularly immersive media. Respondents cite AR ads as having the ability to foster an emotional connection, leading to increased brand recall, positive brand associations and sometimes, increased brand awareness. Connected device usage is also gaining traction, broadening marketers’ opportunity for contextual targeting. However, as marketers foster one-to-one marketing and develop personalized ads, they should remain transparent with consumers about data value exchange.
Advertisers still rely on Nielsen to measure households for linear television but seek a congruent measurement across linear television and digital video. Despite the fragmentation of cross-channel measurement, marketers are investing more in over-the-top (OTT) content and CTV as viewers are shifting their behavior towards CTV.
Posted 1:30:00 AM