Mobile advertising for 2010 is estimated to be between $550–$650 million in the US, according to an industry survey conducted by PwC and sponsored by the Interactive Advertising Bureau (IAB).

Published: 18 Apr 2011

Mobile advertising for 2010 is estimated to be between $550–$650 million in the US, according to an industry survey conducted by PwC and sponsored by the Interactive Advertising Bureau (IAB).

Internet advertising revenues in the US totaled $26 billion for the full year of 2010, with Q3 2010 accounting for approximately $6.5 billion and Q4 2010 totaling approximately $7.5 billion.

Internet advertising revenues for the full year of 2010 increased 15 percent over 2009.

“With a strong rebound from 2009, the $26 billion spent on Internet advertising points to a continued focus on digital media ad spend, with dollars catching up to the eyeballs. More time spent online, especially with increases in digital video and social media, has certainly helped to fuel the continued growth,” said David Silverman, Partner, PwC.

The second half of the year is seeing an increasingly larger part of the revenue, as 53 percent of revenue in 2010 was spent in the second half, compared to 52 percent in 2009, continuing the trend of greater revenue later in the year.

Travel sector

Leisure Travel (airfare, hotels & resorts) accounted for 7 percent of 2010 revenues ($1.8billion) compared to the 6 percent ($1.5 billion) reported in 2009.

Search Continues to Lead

Search revenue accounted for 46 percent of 2010 revenues, down slightly from the 47 percent reported in 2009. In 2010, Search revenues totaled $12.0 billion, up over 12 percent from $10.7 billion in 2009.

Display-related advertising revenues totaled $9.9 billion or 38 percent percent of 2010 revenues, up 24 percent from the $8.0 billion reported in 2009. Display-related advertising includes Display Banner Ad (24 percent of 2010 revenues, or $6.2 billion), Rich Media (6 percent, or $1.5 billion), Digital Video (5 percent, or $1.4 billion), and Sponsorship (3 percent, or $718million).

Digital video, which is a component of display advertising, increased 40 percent from 2009 to 2010.

Email revenues accounted for 1 percent of 2010 revenues or $195 million, down 33 percent from the $292 million (1 percent of total) reported in 2009.

Fourth Quarter Highlights