A recent report from IAB drew headlines when their research indicated that Internet ad spending beat broadcast television for the first time ($42.8 billion vs $40.1 billion).
While Internet spending is leading the pack, it’s important to remember that in this data set, television is divided into broadcast and cable. Combined the two are $74.5 billion, meaning the Internet still has to nearly double its revenue to make up the $31.7 billion differential between itself (which includes text, video, radio, etc.) and total television revenues.
This fact doesn’t lessen the impact Internet ads have. Mobile nearly doubled from 9% in 2012 to 17% in 2013.
Perhaps the biggest lesson marketers can learn from this data is the need to stay nimble and keep their eyes and minds open for new opportunities.
A copy of the full report is available at: iab.net/AdRevenueReport