2016年全球网络广告收入报告（英文）.pdf

/em IAB internet advertising revenue report 2016 full year results April 2017 An industry survey conducted by PwC and sponsored by Interactive Advertising Bureau (IAB) Table of contents Background 1 Executive summary 2 Year-to-date revenues show strong growth 3 Detailed findings 4 Shift from desktop to mobile 5 Continued historical quarterly revenue trends 6 Historical revenue mix – First half vs. second half 7 Historical data findings 8 Revenue concentration 9 Ad format – Fourth quarter 2016 results 10 Ad format – Full year 2016 results 11 Historical format trends 12 Mobile narrowly surpasses desktop for the first time 13 The gap between desktop video and Mobile video is quickly closing 14 Social media advertising revenue15 2016 marks the debut of digital audio advertising as a standalone category 16 Industry advertising – Year-over-year comparison 17 Revenues by pricing model 18 Historical pricing model trends 19 Appendix 20 Any trademarks included are trademarks of their respective owners and are not affiliated with, nor endorsed by, PricewaterhouseCoopers LLP, its subsidiaries or affiliates PwC | IAB internet advertising revenue report Background About the IAB internet advertising revenue report Conducted by PwC Advisory Services LLC (“PwC”) on an ongoing basis, with results released quarterly, the “IAB Internet Advertising Revenue Report” was initiated by the Interactive Advertising Bureau (IAB) in 1996. This report utilizes data and information reported directly to PwC, publicly available online corporate data, and information provided by online ad selling companies. The results reported are considered to be a reasonable measurement of internet/online/mobile advertising revenues because much of the data is compiled directly from information supplied by