Relatively staid digital ad channels like search and display banners have been helped by the speedy emergence of fresh formats or offerings. For instance, Google managed to monetize mobile search and display ads as desktop tailed off. Silverman said native social media inventory has also boosted the banner display category.
Social apps have also driven internet ad growth as a whole via digital video advertising, Silverman said, though the report doesn’t break out the platforms individually.
And mobile inventory still hasn’t reached its true value, Hogan said.
In 2017, there was a 14% gap between mobile’s share of overall media consumption and its share of ad revenue. But that dropped to 8% last year, she said.
Mobile advertising closing that gap is good news for media companies and publishers, which for years have battled concerns that the value of mobile impressions would never catch up to desktop, even as audience attention shifted quickly to mobile devices.