Public Relations & Social Marketing Insight

It’s been a year of milestones for mobile, and it appears that another threshold will be reached this year: mobile devices are close to capturing the majority share of US online ad revenues, according to the latest revenue report [pdf] from the IAB and PricewaterhouseCoopers. Indeed, mobile devices accounted for 47% share of online ad revenues in the first half of this year.

That’s a huge jump from 30% share of revenues during the first half of 2015. With mobile advertising growing at a rapid pace – up 89% year-over-year in H1 – it’s not hard to imagine that they’ll claim a majority of online ad revenues by year’s end.

Overall, online ad revenues increased by 19.1% year-over-year during H1 to $32.7 billion, though growth was not distributed evenly across formats:

- Desktop search spend decreased by 12%; share of total spend declined to 27%;

- Mobile search spend more than doubled (a 105% increase)....