U.S. mobile advertising spend in the first half of 2016 nearly doubled over 2015, with revenues coming in at $15.5 billion, up 89%, and made up nearly half of all digital ad spending.
The Interactive Advertising Bureau said U.S digital ad revenues totaled $32.7 billion, a 19% increase over the similar 2015 period.
Advertising on smartphones and tablets has become a must for brands looking to reach Millennials and an increasingly mobile-centric U.S. audience.
“Mobile is major driver of all digital revenue,” said David Doty, IAB’s CMO. “Desktop is declining in some areas and mobile is taking share. The behavior of consumers has outpaced the spending patterns of marketers, but now we’re seeing marketers catching up.”
IAB said video ad spending was up 178%, followed by a search-advertising increase of 105%.
Spending on desktops, meanwhile, continued to slide as brands shifted more focus to mobile. Only desktop video ad spending was up in the first half, about 13%, while desktop display advertising fell 10%, search spending was off 12%, “rich media” ads tumbled 20% and site sponsorships fell 47%.
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