"Growth rate and returns for 2012 were not driven by one-time-only big moments, like the elections and Olympics," says Sherrill Mane, SVP of Research, Analytics and Measurement for the IAB, in a presentation about the report. "We don't see any indication that those were the big drivers this year."
Overall display revenues jumped 9% to $12 billion in 2012, making up 33% of all online advertising. Meanwhile, search revenues continued to make up about half (46%) of all online ad revenues, with $16.9 billion in 2012. That's a 14.5% increase over 2011, indicating search is growing faster than display.
Performance-based pricing models are still the most popular, while the hybrid model has decreased, with only 2.1% of revenues priced with a hybrid model, down from 4.2% in 2011. Impression-based models, CPMs, rose to 32% of revenues priced, up from 31.3% in 2011. Performance-based metrics also rose to 65.9% of revenues priced, up from 64.6% in 2011.
RTB continues to gain traction across channels, says Linda Gridley, President and CEO of Gridley & Company, in her forward-looking segment of the presentation, as the technology and transparency will help advertisers become more efficient in their buying. Gridley highlights data from eMarketer and Forrester Research and SpotXchange regarding that aspect of online advertising.