Mobile leads 2012 digital ad growth, shows IAB report

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Apr 17 2013 - 12:35pm

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According to a new report from the Interactive Advertising Bureau, mobile ad revenue more than doubled in a record-setting 2012, making it the year's fastest-growing digital segment.

The report shows digital ad revenues overall hit $36.6 billion last year, up 15% over 2011. Mobile ads now account for 9% of the digital ad total.

IAB President and CEO Randall Rothenberg commented, "Mobile, in particular, soared due to its ubiquity and intrinsic ability to serve as a powerful digital dashboard that travels with you from morning commute to nighttime video viewing and beyond."

IAB VP/Training & Development Michael Theodore, moderating the RAIN Summit West "Profiting from Mobile" panel (recap here), questioned what he thought was the underlying premise of the panel. That is: why isn't mobile revenue growing as fast as it should be?

He said, "Those who feel mobile isn’t generating enough dollars are way too impatient." He also hinted that the (at the time) forthcoming IAB report would show big gains for mobile.

Other digital segments showing 2011-2012 growth include digital video (up 29%), search (up 14.5%), and display (up nearly 9%).

Read the IAB's report summary here. TechCrunch covered this here.

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