The IAB recently released their 2016 Internet Advertising Revenue report detailing the first six months of the year. Mobile came out to be the big winner, surpassing Search for the first time ever as the leading ad format with 48% of the market. Revenue for Mobile, consisting of Mobile Search, Mobile Display, and Mobile Other, also skyrocketed - increasing 86% in Q2 2016 when compared to Q2 2015. Search slipped back to number two, with 27% of the market, down from 36% in 2015.
For the first half of 2016, Pathmatics detected over $310M spent on mobile advertising by the top five hundred advertisers, led by top spender Procter & Gamble. Sling TV (By Dish) followed as the second top mobile spender from January 1st to June 30th, spending over eleven times what was spent on mobile in the first half of 2015. Mobile is clearly working well for some advertisers and it will be interesting to see how much revenue the advertising channel makes closing out the year.