New IAB data show that online video drew one in three dollars spent on online display advertising in the US – or $16.3bn – last year. Banner ads account for the majority of spend here, at 47.3% ($29.5bn) in 2018, while rich media ($3.0bn) and sponsorship ($996m) follow behind. All formats have grown continuously since monitoring began.
Social media encompasses all of these formats, and while the social total cannot be broken down at a global level, the latest UK data from the AA/WARC Expenditure Report(separate subscription), published last month, show that almost 60% of advertiser spend...