Despite all the worries about fraud, advertising, ad blocker and other ailments on the Internet, growth of Internet advertising, it seems, show no signs of slowing down.
According to a new PwC report, digital advertising revenue continues to grow in 2017, an increase of 21% to $88 billion in US annual online ad company report, published today, was created for the interactive advertising Bureau and conducted independently by PwC’s new Media group.
By 2017, has once again been another record year for revenues from Internet advertising, it was also the first time that online advertising exceeded the total volume of broadcast television and cable advertising, according to PwC. Most of this growth was driven by mobile, which accounted for the digital revenue or about 57 percent of the total for the year 49.9 billion. Social media also has accelerated the pace of its growth, an increase of 36% now accounts for about a quarter of all online ad revenues.
“One of the things we considered when combing this report is that the industry is growing in such a long high clip, and the rest of the industry pretty flat growth,” said David Silverman, partner of PwC.
Within the report we conducted research with advertising agencies, publishers and AD-Tech companies and found that many companies attributed the rise with the increased use of data, artificial intelligence and Analytics.
“What I’m always interested in how to continue such a high rate over a long period of time?” Said Silverman. “It’s not like the Internet is new. … When one part of the network becomes more Mature, there is something new that POPs up.”
ATS said the representative of the outputs include all sales made in the United States, the report did not break down which companies receive the benefits. Therefore, it is impossible to tell how much growth is good news for media companies trying to make money online and how much of it will go straight into the pockets of Google and Facebook—which some analysts say that in the aggregate for about 85 percent of every new digital dollar.
Most areas of Internet advertising grew at different rates. For example, while the company grew by 17 percent in the fourth quarter, the share of all advertising revenues decreased to 44% from 46% a year earlier. And while companies like Google are usually on the field the intention of marketing, based on the users looking for such things on the go, mobile search is actually dropped to 44 percent of revenue results from the 46% in 2016.
Banner advertising revenues increased by 22.6 percent in the fourth quarter of $8.4 billion, while they rose by 31.4% year on year, a total of $ 3.6 billion. In fact, mobile video finally surpassed desktop video. In 2016, mobile video amounted to 4 billion dollars in revenue during the operation amounted to 4.9 billion dollars. Last year, mobile video has grown to $ 6.2 billion, while video grew by only 5.7 billion dollars.
According to Anna bager, Executive Vice President, industry initiatives at IAB, sports video content is one of the key growth drivers video. (This is good news for companies like Twitter and Amazon, which invested in the construction of their portfolios sports content).
“I think there is also a massive innovative Content that continues,” she said. “Media companies and advertisers are beginning to understand consumer behavior and how the different needs of the media—long form, short form, sound, video, mobile, flow, discharge—has changed.”
While Internet advertising continues to grow, so did the fraudsters. In a separate report released today by the mobile measurement company setup, fraud of mobile advertising almost doubled in the first quarter of 2018 compared to 2017. By measuring 3.4 billion app installs on 350 billion events, the company found that 37 percent of swindlers came from KFOR substitution, and another 27 percent came from the button of injection. Another 20 percent of the profits from the fake sets, and click spam for another 16 percent.
Ads e-Commerce were the most affected. The sector accounted for about 40 percent of all fraud ad discovered to adjust, after the game, which amounted to 30 percent. Travel was the third largest, accounting for 10 percent of the fraudsters.
There is also a difference in fraud between Android and iOS, customization of reports the fraud occurred twice as often on Android mobile devices, than on iPhones.
“Of course, that the percentage of fraud we see in active failures only show the level of fraud prevented for advertisers who actually chose to protect themselves,” said specialist to handle fraud Andreas Naumann Foundation in a statement. “However, the total amount of prevented fraud is much higher. The number of undetected cases, advertisers become victims of fraud, mobile advertising is undoubtedly a much larger number.”