Digital advertising hit $49.5BN in 2014

DetailsMichelle Clancy | 23 April 2015

Digital advertising revenues in the US rose to an all-time high of $49.5 billion in 2014, according to the IAB Internet Advertising Revenue Report.

That figure represents a 16% increase over 2013's record-setting total of $42.8 billion, and marks the fifth consecutive year of double-digit growth for the industry. The report additionally shows that 2014's Q4 numbers reached $14.2 billion, a 17% uptick from $12.1 billion in the final quarter of 2014.

Mobile advertising in the United States brought in $12.5 billion during FY 2014, a 76% boost from the prior year total of $7.1 billion. As a result, it is the second largest format, accounting for 25% of FY 2014 revenues, a rise over 2013, when it accounted for 17% of that year's total.

Digital video, a component of display-related advertising, totalled $3.3 billion in full year 2014, a 17% increase over revenues of $2.8 billion in 2013. And social media advertising saw stellar returns, bringing in $7 billion in 2014, up by 57% over 2013's total of $4.5 billion.

Retail advertisers continue to represent the largest category of Internet ad spending, responsible for 21% in 2014, followed by financial services and closely trailed by automotive which account for 13% and 12% of the year's revenues respectively, and identical to their percentages in full year 2013.

"Marketers clearly recognise that consumers are leading mobile-first lives and are investing their ad dollars accordingly," said Randall Rothenberg, president and CEO, IAB. "The news of digital video's double-digit growth is also no surprise. Brands and agencies are clamouring to get into the upcoming Digital Content NewFronts, where they will experience the latest in storytelling in sight, sound and motion."