Internet advertising climbs to $31 b in 2011

REUTERS: Internet advertising revenue in the United States jumped 22 per cent to $31 billion in 2011 setting a record high.

The bulk of last year’s spend went to search and display advertising, according to a report from the Interactive Advertising Bureau and PwC released last week.

The numbers show the growing importance of digital among advertisers who are choosing to place more dollars on websites, smartphones, and tablet devices to reach consumers.

In contrast, newspapers – once popular vehicles to reach a broad audience – have seen a drastic and steady decline. Advertising revenue in newspapers was $23.9 billion in 2011 down more than 50 per cent over a five-year period.

The report also found mobile advertising increased 149 per cent to $1.6 billion in 2011. While mobile advertising experienced the fastest growth of all the categories, it still represents a tiny sliver of advertisers’ total spend.

Search advertising remains the largest part of overall spending coming in at $14.7 billion, up almost 27 percent from the prior year.

Display advertising, which includes video, banners and big splashy formats, rose 35 per cent to $11.1 billion.