The Interactive Advertising Bureau (IAB) has released the annual report for 2014 and the results for desktop and mobile search revenues are worth sharing. According to IAB, desktop search generated 38% of the total digital advertising sales in the U.S. which stood at $49.5 bln.
Desktop & Mobile Share
Desktop search’s share stood at $19 bln for 2014, which was slightly higher than $18.4 bln in 2013. Mobile on the other hand witnessed the highest growth. It grew from $7.1 bln in 2013 to $12.5 bln in 2014, a growth of 76%.
But the Q4 results for desktop search weren’t as promising. In Q4 2013, desktop search had a share of 41%. This fell to 37% in Q4 2014.
Social Media & Other Advertising
The U.S. market increased its spending on social media advertising. It grew by 57% in 2014 to reach $7 bln. The previous year it was $4.5 bln. Display-based ad revenues grew by 5%. The figure stood at $12.8 bln in 2013 and grew to $13.5 bln in 2014. Out of display-based advertising, digital video experienced the maximum growth at 17%. It contributed $3.3 bln in 2014 as compared to $2.8 bln in 2013. It is a sign that an increasing number of businesses are investing in online video promotion.
Mobile search has continued to show growth over the last few years. eMarketer had predicted a few months ago that mobile search will control more than 76% of the U.S. search spend by 2018. Recently, the market research firm updated that information and increased the share percentage to 83% by 2018.
In 2012, the desktop search share was 87% while mobile search spend accounted for only 12.9%. If eMarketer proves right, these figures could be reversed by the end of this decade.
Since 2012, spending on mobile search has increased at a steady rate. It was 12% in 2013 and crossed 15% last year. It is expected that this year the figure will almost reach $13 bln.
On the other hand, desktop search spending has continued to fall over the last 2 years. It fell by $1.5 bln between 2012 and 2014. eMarketer predicts that this year its share could fall below $13 bln.
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