Digital overtakes cable TV ad spend

In a report published yesterday by the Interactive Advertising Bureau, digital ad revenue climbed to nearly $32 billion in the US for 2011, up 22% from 2010.

What’s more, that puts digital second in spending only to broadcast TV, moving the medium ahead of cable TV for the first time, and providing what is perhaps a harbinger of what’s to come.

“Online advertising revenues (for the US), which include mobile advertising, also reached a new high last year, with a total of $31.74 billion, a 22 percent increase over $26 billion in 2010. Sherrill Mane, the senior vice president for research, analytics and measurement at the (Interactive Advertising Bureau), said the year-end numbers represented “a return to growth rates comparable to pre-recession levels.”

The annual revenue total represents the first time the industry has broken the $30 billion mark, putting digital ad revenue right between cable advertising revenue ($30 billion in 2011), and broadcast ad revenue ($38.5 billion), according to the report.”

Noteworthy news for all who play in the sandbox.

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