The rapid development of digital technology has led to an increasing demand for advertising users, which has produced fundamental and important changes in advertising goals. These changes have prompted advertisers to adjust their strategies and reshape them to meet the new challenges of the advertising ecosystem.
According to the latest IAB Internet advertising revenue report released by the Interactive Advertising Bureau and published by PwC US, in the first half of 2018, US digital advertising revenue soared to 49.5 billion US dollars. In the past six months, most advertisers spent the most money on digital media, which represents a 23% year-on-year increase compared to $40.3 billion in the same period in 2017. Part of the reason for the increase in the report analysis is the rise of the direct brand economy and the growth of related mobile commerce. Contemporary consumers are no longer satisfied with shopping in physical stores only, they are more likely to consider brands or production lines that do not appear in physical stores and are digitally prioritized and directly facing consumers. This has prompted many advertisers and retailers to start acquiring new customers through the mobile side.
In the first half of 2018, advertisers spent $30.9 billion on mobile media, up 42% from $21.8 billion in the same period last year.
Mobile search advertising also grew significantly to $13.5 billion, up 37% in the first half, while desktop search was flat at $9.3 billion.