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Online Video Spend Overtakes Banner Ads for First Time

IAB’s latest Digital Adspend report reveals that mobile accounts for 43% of digital advertising. Mobile’s year-on-year growth was 38% and now accounts for 57% of all display ad spend, 70% of video spend, and 83% of social media spend.

The rise in popularity of online video consumption has encouraged advertisers to spend more on video ads than banner ads for the first time ever. In the first half of 2017, advertisers spent £699m (USD$921m) on video ads at a growth rate of 46% YoY. On the other hand, spend on banner ads is at £685m (USD$903m), an increase just under 2%. Video is the fastest-growing ad format and now accounts for 35% of all spend going on display advertising.

Display advertising as a whole grew 18% to £2bn (USD$2.6bn) and overall digital ad spend grew 13.8% to £5.56bn (USD$7.33bn) in the first half of 2017.

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