Figures released by the Interactive Advertising Bureau (IAB) this quarter indicated that in 2015, digital advertising is growing at a YoY rate of about 19%, the fastest growth rate over a four year period, with Facebook emerging as the leader in the digital space. Facebook has been most dominant in mobile, particularly mobile display advertising, with a reported 66% growth in mobile ad revenue last quarter, a faster growth figure than IAB reported in mobile overall (30%). According to Facebook, users of its almost a quarter most popular apps, Facebook, Messenger and Instagram, are active for an average of 46 minutes per day, per mobile user, representing three of all mobile use. IAB says that Facebook has become increasingly focused in Web video, recording 39% growth in digital video revenue growth in H1 2015. Facebook seems to be positioning itself alongside large Web video players such as YouTube, claiming that eight billion video clips are viewed on an average day. It is Facebook's focus on innovation and determination to play in competitive spaces, which is fueling its high growth rates and maintaining dominant positions in areas like mobile display advertisement.
Figures released by the Interactive Advertising Bureau (IAB) this quarter indicated that in 2015, digital advertising is growing at a YoY rate of about 19%, the fastest growth rate over a four year period, with Facebook emerging as the leader in the digital space. Facebook has been most dominant in mobile, particularly mobile display advertising, with a reported 66% growth in mobile ad revenue last quarter, a faster growth figure than IAB reported in mobile overall (30%). According to Facebook, users of its three most popular apps, Facebook, Messenger and Instagram, are active for an average of 46 minutes per day, per mobile user, representing almost a quarter of all mobile use. IAB says that Facebook has become increasingly focused in Web video, recording 39% growth in digital video revenue growth in H1 2015. Facebook seems to be positioning itself alongside large Web video players such as YouTube, claiming that eight billion video clips are viewed on an average day. It is Facebook's focus on innovation and determination to play in competitive spaces, which is fueling its high growth rates and maintaining dominant positions in areas like mobile display advertisement.