Coronavirus to massively impact digital ad revenue after it reached $125 billion in the US in 2019

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 29, 2020, 11:33 AM UTC

The degree of impact remains unknown currently.

According to Interactive Advertising Bureau’s twice-yearly report, US digital ad revenue reached $125 billion in 2019, a 16% jump over 2018. Despite this, 2019 saw the lowest growth rate since 2012.

Come to 2020, the year could see the first decline in US digital ad revenue for over a decade. Despite March being “heavily impacted by coronavirus, a 12% YoY growth was observed by IAB upon coupling its annual report with Q1 2020 revenue figures.

Q1 2020 revenues also saw the slowest YoY quarter growth since 2010. In 2010, as compared to 2009, revenues grew 8.6%. In 2019, mobile ad revenue reached $87 billion, a 24% YoY growth. Further, digital video, which includes connected TV, now represents 17% of all ad spend, with 68% of it coming from mobile.

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