Media News - Thursday, April 19, 2012

U.S. Internet ad revenue hits record USD 31bn in 2011

Revenue from Internet advertising in the U.S. hit a record USD 31bn last year, according to a study released Wednesday. That's up 22 percent from USD 26bn in 2010, the previous record. The Interactive Advertising Bureau, an industry group, conducted the quarterly study with PricewaterhouseCoopers. About half of the ad revenue, USD 14.8bn, came from the search category. Those are the text-based ads that are sold by Google and others and that are targeted to search terms and other keywords. The fastest-growing category was mobile, with revenue of USD 1.6bn in 2011, more than double the USD 600m a year earlier. It's still a small part of overall Internet advertising, however. David Silverman, a partner with PricewaterhouseCoopers, said the growth in mobile should continue given its ability "to deliver timely, targeted, relevant and local advertisements in a manner that was not previously possible." According to the study, retail advertisers were the largest spenders, accounting for 22 percent, or USD 7.1bn, of the total last year. (AP)

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