Greg Sterling says, “Digital ad revenues in the US reached $32.7 billion for the first half of 2016, according to the IAB’s new Internet Advertising Revenue Report. Overall, search ad revenue (desktop + mobile) represented 50 percent of the total, which was up 19 percent year over year.

Mobile advertising as a channel (inclusive of multiple formats) was the single biggest growth driver, up 89 percent since last year, to $15.5 billion. The IAB announced that mobile “surpasse[d] Search as the lead ad format for the first time.”

Of course, mobile is not a format; it’s a collection of formats or a channel (display, social, video, search). Combined, search revenues were $16.3 billion, with the desktop contributing $8.9 billion of that total and mobile generating $7.4 billion”.

Search ads generated 50 percent of digital revenue in first half of 2016

Search Engine Land

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