Interactive Advertising Revenue Down Slightly
U.S. internet advertising revenues fell to $10.9 billion in the first six months of this year, a 5.3 percent decline from the same period in 2008.
Search- and display-related advertising both continue to represent the largest portions of overall interactive advertising spend, according to the report. Search, for one, accounted for 47 percent of online advertising spend, up from the 44 percent it accounted for during the same period last year. Revenues for search totaled $5.1 billion for the first six months of 2009, up slightly from that same period in 2008.
Display-related advertising — which includes display ads, rich media, digital video and sponsorships — accounted for 34 percent of total advertising spend during this period, versus 33 percent last year. It totaled $3.8 billion, a 1.1 percent decline from the same period in 2008. Digital video, however, continued to experience robust growth. It now accounts for 4 percent of advertising spend, up from last year's 3 percent, and saw a 38 percent increase in revenue from the first half of 2008.
As for other categories during the first half of the year, online classified revenues accounted for 10 percent, or $1.1 billion. This was a 31 percent decrease from the $1.6 billion (14 percent of total) reported in the first six months of 2008.
Lead generation revenues accounted for 7 percent of the six-month period, or $728 million, a 10 percent decrease from the $806 million (7 percent) reported in the first half of 2008.
As for email marketing, it accounted for 1 percent of the six-month period, or $149 million, a 35 percent decrease from the $230 million (2 percent) reported in the first six months of 2008.
We'll run more data from this survey in next week's eM+C Weekly.