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In 2012, publishers worried about how to make money from the growing tide of audiences who are consuming media on mobile devices. No clear answers have emerged to the mobile morass but the good news is that the overall online ad pie is growing rapidly.
According to the to Interactive Advertising Bureau, total online ad revenue reached $9.26 billion in the third quarter of 2012, which is up six percent from the previous quarter and 18 percent from Q3 figure of $7.8 billion a year ago.
The CEO of IAB, Randall Rothenberg, said the growth is due to marketers recognizing digital media’s capacity for engagement and interaction. He cited social media and mobile on-the-go marketing as examples.
Here’s the IAB’s chart of online ad growth in recent years:
The upshot for publishers is that, while the mobile monetization riddle has not been solved, the growing amount of dollars flowing into the digital space is likely to produce solutions soon.
IAB compiles the numbers based on a revenue survey of web sites, commercial online services, free email providers and all other companies selling online advertising.