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In a first, mobile ads in US account for over half of all Internet advertising

Digital marketers are significantly repositioning themselves to focus on mobile users. Mobile advertising accounted for more than half of the $72.5 billion spent by advertisers on digital advertising in the US last year, according to a report made by accounting firm PwC for the Interactive Advertising Bureau. The total represents a 22 percent increase, up from $59.6 billion in 2015. Mobile experienced a 77 percent upswing from $20.7 billion the previous year, hitting $36.6 billion in 2016. Total Internet revenue jumps by a fifth Internet ad revenue in the United States totaled $21.6 billion in Q4 2016, which is almost 19% higher than 2015. A large amount of this growth was pushed by mobile spending. Many brands are going from "mobile-first" to "mobile-only", a sign of advertiser confidence in digital, IAB President and CEO Randall Rothenberg said. This came as search ad revenue from desktop devices went down from $5.6 billion in Q4 2015 to $4.7 billion in Q4 2016. Including Mobile Search revenue, total Search revenue was $10 billion (46% of total) in Q4 2016, up 18% from Q4 2015 ($8.5 billion). Mobile share increases as other categories decline The share of mobile advertising revenue rose sharply, but other categories, such as video, search, and banner ads, either plummeted or remained at around the same levels. This comes as digital marketers reorient themselves significantly towards mobile users. Mobile video is also progressing rapidly, and is set to match desktop video revenues as soon as next year. Below is a comparison of desktop and mobile video revenue…

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I cover the digital content ecosystem and telecom for MediaNama.

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