February 7, 2023


Immortalizing Ideas

Digital Advertising Soared 35% to $189 Billion in 2021 According to the IAB Web Promotion Profits Report

Optimum boost given that 2006 a bounce of $50B in a solitary yr

NEW YORK — APRIL 12, 2022 — As electronic media consumption carries on to grow, promotion dollars are adhering to rapidly. According to the freshly launched “IAB Net Advertising Profits Report: Whole Year 2021,” performed by PwC, all important channels improved drastically when compared with a yr ago, specially throughout digital movie (together with CTV/OTT), electronic audio, social media, and research.

“We completely envisioned 2021 to be an exceptional year for electronic advertisement progress, but even we were stunned at the diploma of acceleration. Not only was each and every solitary digital channel up, but some had been up more than 50% year on calendar year,” explained Libby Morgan, SVP, Chief Strategy Officer, IAB. “This year’s maximize is 3x what it was past 12 months.”

The expansion is dependable with a the latest review by Deighton Associates, commissioned by IAB, which confirmed the net economic system has developed seven instances more quickly than the U.S. economy around the earlier 4 decades and now accounts for 12% of the U.S. GDP.

“What’s underneath these numbers is a quite clear narrative. We are witnessing the complete and comprehensive democratization of access afforded by ad-supported electronic channels,” explained David Cohen, Main Govt Officer, IAB. “Increased consumer utilization coupled with amazing advancement of smaller and mid-sized organizations during the pandemic has fueled progress across all electronic — but particularly digital audio and video. We assume this electronic migration to push the ongoing progress of a nutritious and aggressive electronic market pushed by innovation and entrepreneurship.”

Streaming media is substantially outpacing the general marketplace in development

Although the field proceeds to deal with uncertainty bordering privacy regulation, the deprecation of 3rd-celebration cookies and identifiers, measurement troubles and provide-chain transparency, brand names have spoken and electronic is in which they are placing their dollars:

  • Digital online video continues to be just one of the fastest escalating channels, up 50.8% in contrast to last year, with full revenues of $39.5B.
  • Electronic audio captured the greatest YoY progress, up 57.9% to $4.9B.
  • Social media promotion was up 39.3% to $57.7 billion, as shoppers carry on to interact with Meta platforms, Snapchat, TikTok, and Twitter.
  • While search profits grew considerably (32.8%) in 2021, it did not expand as solid as other places, top to a slight reduce in overall earnings share (reduction of .8 proportion details).

“According to the Census Bureau, 2021 saw the best company advancement in record with 5.4 million new companies produced,” said Cohen. “Those companies count on the advert-supported world-wide-web to catch the attention of new customers and deliver products and solutions and companies to the American general public. We believe this tiny business engine will be a essential contributor to fuelling ongoing electronic media and advertising and marketing ecosystem expansion.”

What is up coming for electronic promoting?

Hunting in advance to the remainder of 2022, IAB and PwC forecast ongoing digital advertisement expansion, driven by significant innovation in retail media, CTV/OTT, gaming, and digital audio. The continued rise of AR/VR, the metaverse, and Website3 systems is predicted to spark innovation — and continue on to travel advert profits in the several years ahead.

The IAB World-wide-web Advertising Earnings Report: Full Yr 2021 can be downloaded below. And be sure to join us for a distinctive webinar today, Tuesday, April 12th from 2:00 PM to 3:00 PM ET for extra insights on the report conclusions and trends.


Commissioned by the IAB and performed by PwC Advisory Providers LLC (“PwC”) on an ongoing basis, with effects produced quarterly, the “IAB Online Promotion Profits Report” was initiated by the Interactive Advertising Bureau (IAB) in 1996. This report utilizes data and facts noted specifically to PwC from businesses selling promoting on the internet as properly as publicly readily available company knowledge. The results noted are viewed as to be a sensible measurement of net/ online/mobile advertising revenues because substantially of the facts is compiled right from information and facts provided by companies selling advertising on-line. The report includes knowledge reflecting desktop and cell on-line advertising and marketing revenues from sites, business online companies, advertisement networks and exchanges, cell gadgets, and email companies, as nicely as other organizations marketing on the internet advertising and marketing. The report is executed independently by PwC, such as investigation by their in-dwelling sector study workforce, on behalf of the IAB. PwC does not audit the data and delivers no view or other type of assurance with respect to the details. Only combination results are printed and particular person company information and facts is held in strict self esteem with PwC. Even further specifics about scope and methodology are furnished in the appendix of this report.

About IAB

The Interactive Advertising and marketing Bureau empowers the media and internet marketing industries to thrive in the electronic financial state. Its membership includes additional than 700 main media providers, manufacturers, businesses, and the know-how firms dependable for selling, offering, and optimizing electronic ad marketing and advertising campaigns. The trade group fields important exploration on interactive promoting, while also educating models, companies, and the wider small business local community on the value of electronic advertising. In affiliation with the IAB Tech Lab, IAB develops specialized criteria and options. IAB is committed to qualified progress and elevating the expertise, competencies, knowledge, and range of the workforce throughout the sector. By means of the perform of its public policy workplace in Washington, D.C., the trade association advocates for its customers and encourages the worth of the interactive advertising field to legislators and policymakers. Founded in 1996, IAB is headquartered in New York Town.

IAB Media Contacts
Kate Tumino / Brittany Tibaldi
212-896-1252 / 347-487-6794
[email protected]/ [email protected]