Mobile Ad Revenues $1.2B for the First Half, Heading toward $2.5B for the Year

The IAB released its half yearly digital ad revenue report for the US market earlier today. Total "online" revenues were approximately $17 billion, compared with $14.9 billion a year ago. Search was the single largest revenue category and has been for some time. It accounted for 48% of total digital ad revenue in 1H 2012 or $8.1 billion (vs. $6.8 billion in 2011).

Mobile revenue for the first half was $1.2 billion or 7% of total digital ad revenue. That compares to $636 million for the same period in 2011. Ironically the MMA is recommending that brands and marketers devote 7% of their ad budgets to mobile. 

As might be expected, the IAB said that mobile was the fastest growing of the various digital ad categories it was tracking.  Screen Shot 2012-10-11 at 4.32.50 PM

Screen Shot 2012-10-11 at 4.31.54 PM

If we extrapolate from the numbers in the report we can project that full-year US mobile ad revenues will come in between $2.4 and $2.6 billion depending on how good Q4 is this year.