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Pathmatics Blog

IAB: Mobile surpasses Search as the lead ad format for the first time

November 11 2016 by Jordan Kramer

bigstock-mobile-phone-29544317.jpgThe 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.

To read the full IAB report, click here. Past years' reports can also be found here.


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About Author
Jordan Kramer

An out-of-the-box thinker with a love for disruptive ideas, Jordan's background spans PR and events for the wedding & hospitality industry in Los Angeles and Scottsdale and also launching one of America's most unique food trucks. She jumped from the food start-up scene to the tech start-up scene in 2013 to join one of the most unique companies in ad tech. Jordan is a graduate of the University of California, Santa Barbara with a Bachelor of Arts in Communication.

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