IAB: U.S. search spend grew 19% in 2018, but its share of digital ad spend ticked down, again

Updated: Jan 6, 2020

Search remains the primary digital format, but video continues to see rapid spend growth.

the charts show that there is an increasing trend in video advertising

This article by Ginny Marvin highlights the trends in online advertising in the United States. Word Search inquiries remain the dominate majority of online sales, but video and display ads are increasing there impact of online sales. This could be attributed to the abundance of brand awareness opportunities on various free social media platforms. E-commerce is a rapidly developing sales platform that's constantly developing new and cost-efficient methods for businesses to tap into the large population of potential online customers.

The revenue from online advertising has increased by 19.2% from 2017 to 2018. As technology develops, and becomes more reliable for people to reference people are going online to search for what they want to consume. This applies for every market, area, and every business.

Marvin also points out how banner and video advertisements are becoming a more prominent feature involved in online sales. The growing trend indicates more people are making there buying decisions from visual advertisements of the products or business.

BY: Daniel Gonzalez (Studio 414)


Search’s share of U.S. digital advertising revenue has been slowly shrinking over the past few years (it fell below 50% for the first time in 2016). In 2018, search accounted for 45.1% of digital ad revenues, down from 46% in 2017, according to the Interactive Advertising Bureau’s (IAB) annual report on internet advertising.

- Search spend growth still accelerated.

- Desktop search share flat, mobile down.

- Video chipping away at search share.

BY: Ginny Marvin (Third Door Media's Editor-in-Chief)

May 7, 2019

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