营销人员热爱统计，这不足为奇。我们甚至发现，有关影响者营销中心最受欢迎的一些帖子突出了营销事实和数字。金博宝188备用网址
Researchers collect a considerable quantity of data about different aspects of marketing on the internet. They use this data to ensure that they know the latest internet usage trends, and marketers have to adapt accordingly.
We wrote the first version of this post in 2018, based on 2017 and 2018 data. However, COVID has completely changed the world of internet advertising (along with virtually every other type of marketing). We have updated the statistics in this post to more recent data. In particular, we highlight the results of the Interactive Advertising Bureau's (IAB)2020/21 COVID Impact Report on Advertising和他们2019财年互联网广告收入报告。我们还重点介绍了一些显着的事实2020 PageFair Adblock报告。
摘要：快速跳跃菜单
- 1. Buyers Expect Digital Ad Spend to Increase 6% Over 2020, Compared to a 30% Fall in Traditional Media
- 2. Consumers Spent 10% More Time With Digital in March-July 2020
- 3. Only Digital Channels Can Expect Net Gains in FY2020 Ad Spend
- 4. Internet Advertising Revenues Increased 15.9% Over 2019 and Continue to Grow in 2020
- 5. Mobile Now Makes up More Nearly 70% of Internet Advertising
- 6.过去9年的移动广告增长74％
- 7. 53％的互联网广告收入是在2019年的下半年赚取的
- 8. The Top 10 Leading Ad-Selling Companies Account for 77% of Total Revenues
- 9. Total Search Revenues Increased 12.9% in 2019, but Desktop Search Revenues Stayed Static
- 10.与横幅相关的数字广告占总支出的31％
- 11. Digital Video Revenues Increased 33.5% Over 2019
- 12. Internet Audio Advertising Revenue Reached $2.7 Billion
- 13. Social Media Revenue Grew 23% Over 2019
- 14. 5.27亿人使用移动浏览器，默认情况下阻止广告
- 15.当用户切换到手机时
- 16.许多人在移动网络与桌面上阻止广告的两倍以上
1. Buyers Expect Digital Ad Spend to Increase 6% Over 2020, Compared to a 30% Fall in Traditional Media
IAB has continued to run surveys during the COVID crisis to establish what the effect of COVID has been on US advertising. Respondents were asked to share their expected percentage increase or decrease in ad spending during 2020, compared to their actual expenditure in 2019. IAB took this survey in August 2020.
Based on their spending to date, the respondents expected that their overall ad spend will drop by 8% in 2020. However, there was a significant difference when comparing digital and traditional media channels. The respondents expect that spending on traditional media will fall 30% this year, with much of this transferred to digital media, which has a 6% increase overall.
2. Consumers Spent 10% More Time With Digital in March-July 2020
Source: iab.com
This second statistic is a clear explanation for the first finding. Advertisers have accelerated their shift from traditional media to digital media because that is where people have moved. Consumers now spend 10% more time with digital, month by month, than they did in 2019. This was particularly evident in March to May 2020, when lockdowns were most common worldwide, in the first wave of COVID.
However, this shift is not merely because of COVID. It was happening anyway. The time spent with digital has risen nearly every month since 2018.
3. Only Digital Channels Can Expect Net Gains in FY2020 Ad Spend
Source: iab.com
The IAB COVID Impact Report makes grim reading for traditional media. The respondents to that survey gave their expectations on the expected change in ad spend in 2020, compared to 2019.
On the positive side, they expected increases in the following types of digital ad spending: CTV +19%, Digital Video +18%, Digital Display +15%, Social Media +25%, and Paid Search +26%.
Things are not totally rosy for digital media, however, with falls expected in Digital Audio -5%, Podcasts -8%, and Digital OOH -43%. With OOH advertising meaning Out of Home advertising, it should come as no surprise that brands have reduced their spending in this category. With lockdowns of varying length and more people working from home, there is less reason to advertise on bus shelters, digital billboards, or at airports, subways, or train stations.
Results for traditional advertising are far worse, however. Spending on direct mail advertising in 2020 is predicted to show a fall of 17%, linear TV -24%, terrestrial radio -31%, print -33%, and traditional OOH -46%.
4. Internet Advertising Revenues Increased 15.9% Over 2019 and Continue to Grow in 2020
根据IAB Research，2019日历年，美国的互联网广告收入总计1,246亿美元。这比2018年的结果高171亿美元（15.9％）。这主要是由于移动数字广告的增加。
IAB每个季度都会调查市场。他们最近的季度结果是第1季度2020年（在Covid的全部影响之前）。这表明我们在第一季度的数字广告收入为314亿，是有史以来最高的第一季度收入。这表明去年同期增长了12％。
但是，这是我们看到的第一年向增长速度的转变比以前的几年速度慢，并且代表了自2012年以来的最低增长率。但是，IAB的其他报告中整理的COVID数据表明，互联网广告肯定是对传统广告趋势的持有自己的作用。。
5. Mobile Now Makes up More Nearly 70% of Internet Advertising
A sizeable growth in mobile advertising has fueled the overall increase in internet advertising revenue. Since 2016, mobile has generated more revenue than non-mobile. Mobile now makes $86.7 billion (69.58%) of the total $124.6 million advertising revenue.
In comparison mobile made up 65% of internet advertising revenue in 2018, 57% in 2017, 51% in 2016, 35% in 2015, 25% in 2014, and just 19% in 2013.
6.过去9年的移动广告增长74％
2010年，美国的移动广告收入总计仅为6亿美元（当时非移动收入为301亿美元）。从那以后的九年中，移动收入飙升至254亿美元。这给出了73.8％的复合年增长率（CAGR），而非摩托车的复合年增长率为4.5％
7. 53％的互联网广告收入是在2019年的下半年赚取的
In every year of the last decade, second half-year internet advertising revenues have been greater than the corresponding first half-year revenues. Is this the Christmas effect?
2019年是没有不同于其他。53%的the FY19 revenues were generated in the second half-year, compared to just 47% in the first half-year. This made 2019 similar to any other year of the decade. It will be interesting to see if the effect is more pronounced in 2020, with more lockdowns in the first half of the year than the second.
8. The Top 10 Leading Ad-Selling Companies Account for 77% of Total Revenues
Online advertising revenues may be increasing, but they are still highly concentrated, with the ten leading companies accounting for 77% of total revenues in FY 2019. The next 15 companies account for 7% of revenues, with all remaining companies counting for 16% of internet advertising revenues.
These percentages have changed slightly over the last decade, with revenues of the Top 10 fluctuating between 69% and 75% for most of that time.
9. Total Search Revenues Increased 12.9% in 2019, but Desktop Search Revenues Stayed Static
IAB报告将广告通过格式分开 - 搜索，横幅，视频等。搜索是桌面和移动广告的最大类别。2019年的搜索总收入为547亿美元，同比增长12.9％。搜索在总数字广告收入中的份额略有下降（43.9％对2018年的45.1％）。
桌面搜索在2019财年的收入中产生了183亿美元，比2018财年增长了0.4％。总体而言，互联网广告收入的桌面搜索份额从48.4％降至48.1％。
Mobile Search generated $36.4 billion in revenue in FY 2019, up a healthy 20.4% from FY 2018. Overall mobile search share of internet advertising revenue, however, decreased from 43.3% to 42.0%.
10.与横幅相关的数字广告占总支出的31％
IAB considers Banner Advertising to be a combination of banners/rich media ($36.9 billion) and sponsorship ($1.2 billion). The statistic previously was called Display-Related Digital Advertising. However, it included Video that has performed so well in recent times that IAB has split Video off into its own category. The total of desktop and mobile banner advertising was $38.1 billion in FY 2019, a 13.8% increase on 2018's $33.5 billion.
桌面横幅广告从2019年的22.5％股份下降到20.3％。
The Banner share on mobile decreased from 35.8% to 35.1%; however, revenue increased by 21.5% to $30.4 billion.
11. Digital Video Revenues Increased 33.5% Over 2019
数字视频显示了2019年的明显增长迹象。该格式在2019财年获得了217亿美元的收入，增长了55亿美元，比2018财年的33.5％。视频占2019年所有互联网广告的17％。
在桌面上甚至可以看到这种趋势，该视频占整体桌面份额的18.5％（比2018年为16.1％）。
The growth in mobile video advertising is particularly impressive. Video grew almost 44% from 2018 (totaling $14.7 billion) and now makes up 17.0% of mobile market share.
12. Internet Audio Advertising Revenue Reached $2.7 Billion
在2019年,互联网音频advertising revenue reached $2.7 billion. This represents a 21.2% increase over FY 2018's revenue of $2.3 billion. Audio on mobile devices saw 25.3% growth, while the rise in digital audio advertising revenue on desktop devices was smaller (although still healthy) 7.6% year on year growth.
13. Social Media Revenue Grew 23% Over 2019
Social media internet advertising revenues totaled $35.6 billion in 2019, a $6.7 billion gain (23%) from the prior year. Social continues its full-year growth trends with increases reflected in the 43.0% compound annual growth rate of social from 2012 to 2019.
14. 5.27亿人使用移动浏览器，默认情况下阻止广告
自2015年以来，PageFair现在已经制作了六次的adblock报告。他们开始发表研究，以阐明adlosping及其用户动机的快速增长，并希望催化改变更可持续的广告经验的变化。
他们在2020年的报告中观察到，Adblock Wars的战场已转移到移动设备上。这些人中的很大一部分是从默认情况下阻止广告的浏览器开始。
One of the report's key findings is that at the end of 2019, 527M people were using mobile browsers that block ads by default, a 64% increase from the last edition of the report.
The surge in AdBlocking on the mobile web is primarily driven by the continued success of UC Browser in Asia, as well as by Opera Mini enabling AdBlocking by default in 2019. Google still takes measures to deter ad blocking, so their competitors use AdBlocking as a point of difference.
15.当用户切换到手机时
Desktop Adblock usage is slowly declining as users switch to mobile, yet there were still 236 million monthly active users of AdBlocking software in Q4 2019.
广告阻滞剂的桌面用户在2018年第一季度达到顶峰，此后下降，因为人们更改了设备的使用情况。
16.许多人在移动网络与桌面上阻止广告的两倍以上
移动adblocker用法的增长显然是由移动网络浏览器驱动的，这些浏览器默认情况下，尤其是在亚洲封锁广告。UC浏览器是最受欢迎的Adblock浏览器。PageFair估计它在全球范围内拥有405万用户。Opera在2019年12月有1.23亿移动用户。《歌剧迷你》现在默认情况下可以进行新安装。
此外，勇敢的Adblock浏览器在美国和欧洲的增长迅速，2019年12月的用户为1040万，同比增长89％。
总体而言，PageFair估计2019年第一季度Adblockers的移动使用情况为5.27亿，双台式机的2.36亿。
