First there was the Interactive Advertising Bureau trumpeting the news that internet advertising revenues had jumped to $17 billion in just the first half of 2012. Then there was Robert Kyncl, YouTube’s global head of content, announcing that the advertising format used on YouTube is earning income at the same pace as cable television. Meanwhile, just a few months ago Nielsen announced that cable television was earning the same amount of revenue as network television. And did you know that just during the Olympics, NBC reached one billion dollars in ad revenue? All of this is good news for the advertising industry as a whole. Brands now have an array of great advertising options in a variety of formats.
Of course, the figures aren’t so good for the print advertising business, especially in the case of newspapers. We won’t say they’re dismal but in July the News Media Group announced an eight percent loss of print advertising revenue, mainly due to “weakness” in real estate advertising. By now we’ve all noticed that real estate and automobile ads on which newspapers relied, have all moved to the internet. Of course, popular newspapers such as the New York Times have figured out that they can also capitalize on the online trend with digital editions and paywalls.
But why dwell on the negative when there is so much positive news. Among the categories of online ads, search advertising yielded $8.1 billion, while mobile ads grew 95 percent to $1.2 billion. Banner ads accounted for $3.6 billion. Meanwhile, digital video advertising accounted for a billion dollars. All of those were just for the first half of this year. Last year cable television earned $21 billion from ads while network television earned slightly more. Add it all together and it seems to be good news for brands, media and the advertising industry.