Search Leads Pack in Online Revenue Surge
ADOTAS – Interactive advertising did slightly better in 2007 than expected, according to a report from the Interactive Advertising Bureau. Online ad revenues came in at $21.2 billion – in February, the IAB predicted profits of $21.1 billion.
Last year’s profits also spiked 26% over ad spend in 2006 ($16.8 billion). In the fourth quarter, companies poured $5.9 billion into interactive ad coffers – up 13% from the third quarter and 24% over the fourth quarter of 2006. Incidentally, that $5.9 billion represents the highest revenue ever reported for a single quarter.
“This achievement is a testament to the continued vitality of interactive,” said Randall Rothenberg, president and CEO of the IAB. “Explosive innovation in the industry is providing marketers with new and unique ways to reach consumers—it’s a very exciting time.”
Of course, it’s not all sunshine and roses: growth is slowing (in 2006 spending grew 35% compared to 2005).
So how did various sectors fare: Display (including video) was up $7.07 billion, or 34%. Display ads alone garnered $4.4 billion. Search advertising lassoed $8.8 billion, a rise of 41%. Lead generation (the bane of the industry after several FTC probes) rose about 7% to $1.5 billion.
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