Web Marketing: record-breaking online advertising in 2017

The IAB has released, in its latest Revenue Report, data relating to revenues from online advertising, for the first four months of 2017.

Our web marketing specialists in Turin have deepened a news that has made a lot of echo in recent weeks: the IAB (Interactive Advertising Bureau) has in fact released, in its latest Revenue Report, the data relating to revenues derived from online advertising, collected by PWC US for the first four months (Q1) of 2017 in the United States.

The numbers show a growing trend, an increase of 23% compared to 2016 and that contributed to the total sum of 19.6 billion dollars in online advertising revenue. This sum represents a record revenue for the web marketing sector, second only to that of the previous quarter (Q4 in 2016 that produced 21.6 billion) and the seventh consecutive Q1 that recorded double-digit and growing revenues. The American Q1 of 2017 represents the strongest start of the year that has ever occurred in the digital market, a sign that interactive advertising allows to reach consumers, through the screens of their devices, with increasing effectiveness.


In Europe the trend is not dissimilar: in 2016, the total revenues from digital advertising, as indicated by IAB Europe, reached the figure of 41.8 billion euros (compared to 72.5 billion dollars in the U.S.) with an overall growth of 12.2% compared to the previous year, thanks to the contribution of the United Kingdom, Germany and France; and a growth of more than 30% of the markets in Romania, Slovenia and Ireland. The figure related to web marketing that has been highlighted with greater force is the dizzying growth of mobile: the global revenues of online advertising via mobile increased by 60.5% from 2015 to 2016.

Italy is in fifth place in the European ranking, with a revenue close to 2.4 billion Euro and a growth of 9%, as noted by the Internet Media Observatory of the Politecnico di Milano. A growth that, it is expected, will rise by one percentage point during 2017 and that will allow the total online advertising revenue to reach 2.6 billion.

Curiously, the advertising record in Italy still belongs to television, which represents 50% of the national market, against 30% of online advertising. A unique and anomalous reality on the European scene, in which television has already been bypassed by the Internet. The data, however, speaks clearly: online advertising continues to grow everywhere and has now established itself as an indispensable tool to give the right visibility to your company and its activities and reach your customers.

Investments in online advertising are increasingly essential for the growth of a business. With the vast panorama of options that presents itself, however, finding the channels with the highest return on investment is not always easy. Tell us about your project: our web marketing specialists will be happy to advise you on the right moves.

  • “Digital Advertising Revenues Hit $19.6 Billion in Q1 2017, Climbing 23% Year-Over-Year, According to IAB”, https://www.iab.com/news/ad-revenues-hit-19-6b/
  • AB Europe Press Release – European Online Advertising continues double-digit growth and surpasses €40bn mark”, https://www.iabeurope.eu/all-news/news/iab-europe-press-release-european-online-advertising-continues-double-digit-growth-and-surpasses-e40bn-mark/
  • L’Internet advertising”, https://www.osservatori.net/it_it/osservatori/executive-briefing/la-internet-advertising
  • Pubblicità online: questo è veramente l’anno del mobile, dice l’Osservatorio Internet Media. Ma sono gli over the top che si prendono l’80% degli investimenti”, http://www.primaonline.it/2017/06/15/258286/pubblicita-online-questo-e-veramente-lanno-del-mobile-dice-losservatorio-internet-media-ma-sono-gli-over-the-top-che-si-prendono-l80-degli-investimenti/