A Surge in Mobile Spending Helped Digital Advertising in the U.S. Reach $72.5 Billion in 2016

IAB report shows 73% went to 10 companies

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According to a new report from the Interactive Advertising Bureau, digital advertising in the U.S. totaled $72.5 billion in 2016, with the bulk of the money going to 10 companies.

Those stats come from the IAB’s internet advertising revenue report conducted by PwC. The total was up 21.8 percent from the $59.6 billion advertisers spent on U.S. digital advertising in 2015. Mobile accounted for 50.5 percent ($36.6 billion) of the total in 2016, up from $20.7 billion the year before.

“Mobile is the driving force in digital media and marketing throughout 2016, and that’s because of a simple reason: Consumers are on their phones, their mobile devices all the time, so marketers with their brand dollars are following them,” said David Doty, evp and CMO at the IAB.

Per the report, 73 percent of 2016 revenues during the fourth quarter went to 10 companies, down slightly from 75 percent in 2015.

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