Mobile advertising claimed 58 % of digital revenue in H1 2016 , surpassing desktop search for the first time , according to IAB / PwC ’s digital Advertising Report . While non - digital ad formats slipped 1 % to $ 54.3bn during fiscal 2016 , its digital counterpart rose 2 % YoY. The report said the spending gap between digital advertising and TV narrowed to $ 7.3bn , with digital expected to overtake TV in 2016 , and digital video rose by 178 % YoY , reaching $ 1.6bn . A recent IAB survey said two thirds of US advertising agencies plan on increasing digital spending , with revenue estimated to hit $ 100bn by 2021 .
Mobile advertising claimed 47% of digital revenue in H1 2016, surpassing desktop search for the first time, according to IAB/PwC’s Internet Advertising Report. While non-digital ad formats slipped 1% to $54.3bn during H1 2016, its digital counterpart rose 19% YoY. The report said the spending gap between digital ads and TV narrowed to $7.3bn, with digital expected to overtake TV in 2017, and digital video rose by 178% YoY, reaching $1.6bn. A recent IAB survey said two thirds of US ad agencies plan on increasing digital spending, with revenue estimated to hit $100bn by 2021.