Digital media success underlined
US online ad revenues have continued to increase in Q1 2011, and are being hailed as a confirmation of the strength of digital media marketing platforms.
US online ad revenues growing, underlines success of digital media
Thursday, May 26 2011 by Mark Richards
Online ad revenues increased by 23 per cent in the first quarter of 2011, in a sign that internet consultants involved in pay per click services are still having success online.
The figures released by the US Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC) revealed that ad revenues reached $7.3 billion in the US over the first three months of this year.
Search marketing experts involved in website promotion took the lion’s share of the online pie, according to the figures, which showed this channel takes nearly half of all revenue (46 per cent).
Display and banner advertising took just over half of that amount, at 24 per cent, while digital video, lead generation and classifieds all lagged way behind with between five and six per cent.
The figures are being regarded as a clear sign that digital media is proving its value for internet consultants and the marketing industry in general.
However, the data is also an indication of the amount of time Americans spend online.
IAB president and chief executive Randall Rothenberg noted that online advertising has “emerged as one of the most effective tools businesses have to attract and retain customers”.
PwC partner David Silverman added: “These numbers indicate that the interactive advertising field hasn’t simply bounced back since the recession; it’s growing with dynamic energy.”
Earlier this month, search giant Google outlined its favourable prediction for the future of online display advertising, which it forecasts will increase tenfold over the next few years.
Speaking to the Guardian, Google’s vice-president of display advertising Neal Mohan suggested that the amount spent on non-search formats will reach $200 billion (£123 billion) globally.
However, current revenues are a long way off this figure, so this prediction remains little more than an opportunity at the moment, rather than a sure thing.
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