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Internet Ad Revenue Totals $31B in 2011, Up 22%

  |  April 18, 2012   |  Comments

IAB: Mobile advertising records fastest growth, going from $641 million in 2010 to $1.6 billion in 2011.

It's official: 2011 was the year of mobile - and search and display advertising.

The Interactive Advertising Bureau's Internet Advertising Report, prepared by PwC U.S., reveals that digital advertising revenue totaled $31 billion in 2011. That represents an increase of 22 percent over 2010.

Mobile advertising was the fastest growing segment, hitting $1.6 billion in 2011, more than twice the amount spent in the prior year.

Search advertising accounted for the largest category at $14.8 billion; that represents 46.5 cents for every dollar spent on digital advertising in 2011.

And display advertising totaled $11 billion in 2011, a 15 percent increase compared to 2010. However, it accounted for a slightly smaller portion of all Internet ad spending: 34.8 cents for every dollar spent in digital advertising in 2011 compared to 37 cents in 2010.

"Pushing past the $30 billion barrier, the interactive advertising industry confirms its central place in media," IAB CEO Randall Rothenberg said in a prepared statement.

The report, prepared by PwC U.S., also shows that fourth quarter revenue for 2011 totaled $9 billion, a 20 percent year-over-year increase compared to $7.4 billion in 2010.

Here is the breakdown for 2011:


In billions

In billions

year change*
Search $11.7 $14.8 26.6%
Classifieds, directories $2.6 $2.6 -0.7%
Lead generation $1.3 $1.5 15.0%
Email $0.2 $0.2 9.2%
Mobile* $0.6 $1.6 149.0%
  Digital video $1.4 $1.8 28.8%
  Ad banners $6.0 $6.8 14.2%
  Sponsorships $0.7 $1.1 56.1%
  Rich media $1.6 $1,3 -14.6%
  Display, total $9.6 $11.1 14.9%
Total, Internet ad spending $26.0 $31.7 21.9%

*Dollar amounts rounded to the nearest billion; percentage changes are calculated based on numbers rounded to the nearest thousands (000).



Anna Maria Virzi

Anna Maria Virzi, ClickZ's executive editor from 2007 until 2012, covered Internet business and technology since 1996. She was on the launch team for Ziff Davis Media's Baseline and also worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.

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