The Interactive Advertising Bureau (IAB) is reporting record breaking numbers on ad spending, but don’t put the down-payment on the Ferrari just yet. While it’s clear that the first half of 2010 saw a hefty increase in online ad dollars, the 11.3% increase is over the first half of 2009 which was an exceptionally bad moment in time.
Display advertising pulled in $4.4 billion in the first half of 2010 which is a 16% increase over the same period in 2009. Much of the growth came in the area of digital video advertising which is as high as it’s ever been, a full 31% over last year. This increase points to two things – consumers are responding to video advertising and ad buyers are more comfortable with the medium. Still, I’d say it’s the buyers not the consumers that are keeping video advertising from going through the roof.