According to the US entertainment and media outlook: 2016-2020, internet advertising will advance double-digits over the next five years and remain a hotspot for media industry growth and business model shifts.
US internet advertising revenue will continue to surge forward, with mobile seeing the most rapid growth--all forms of mobile advertising will continue to grow in the coming years. One key driver is the shift in search from laptops to mobiles, with mobile paid search internet advertising having seen tremendous recent growth. Also of note is video internet advertising revenue, which is among the fastest-growing sub-components of the US Internet advertising market. However, while internet advertising continues to grow at an increased rate, there are some headwinds brewing, triggered by challenges such as transparency, ad fraud, and privacy.
This IAB report is a survey conducted independently by PwC. It includes data reflecting online advertising revenues from Web sites, commercial online services, Email providers, as well as other companies selling online advertising.
PwC examines how technology, media, and telecommunications companies will prepare for further disruption.
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