pwc/e&m
iab
IAB internet
advertising
revenue report
2016 full year results
April 2017
An industry survey
conducted by PwC and
sponsored by
Interactive
Advertising
Bureau (IAB)
Any trademarks included are trademarks of their respective owners and are not affiliated with, nor endorsed by,
PricewaterhouseCoopers LLP, its subsidiaries or affiliates
PwC | IAB internet advertising revenue report
Table of contents
Background .......... 1
Executive summary ......... 2
Year-to-date revenues show strong growth ........ 3
Detailed findings .. 4
Shift from desktop to mobile ....... 5
Continued historical quarterly revenue trends ... 6
Historical revenue mix – First half vs. second half......... 7
Historical data findings ... 8
Revenue concentration .... 9
Ad format – Fourth quarter 2016 results .......... 10
Ad format – Full year 2016 results ......... 11
Historical format trends12
Mobile narrowly surpasses desktop for the first time .. 13
The gap between desktop video and Mobile video is quickly closing ... 14
Social media advertising revenue ........... 15
2016 marks the debut of digital audio advertising as a standalone category ... 16
Industry advertising – Year-over-year comparison ....... 17
Revenues by pricing model ....... 18
Historical pricing model trends19
Appendix20
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