IAB Reports Record Quarter for U.S. Online Ad Spend

Total online advertising revenues in the U.S. reached $6.4 billion in the third quarter of 2010, representing the strongest three months in the industry’s history, according to the Interactive Advertising Bureau.

The IAB’s quarterly revenue estimates – compiled in conjunction with PricewaterhouseCoopers – suggest ad spend for the quarter grew 17 percent, year over year, largely at the expense of other media channels. “Advertisers are shifting more of their brand messaging online, accounting for this welcome surge in a difficult economy,” commented David Silverman, a partner at PwC.

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Following the IAB’s half year report in October, Silverman said ad spend is on track to reach at least $24 billion in spend in 2010, representing the industry’s biggest year since the industry body began conducting its research in 1996, and a return to health following the economic difficulties of 2009.

The IAB did not provide any detail on how the Q3 revenue was generated, but in its half-year report it credited channels such as video and social media with helping to drive growth, as well as increased spend from industry verticals such as travel and packaged goods.

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