IAB reports Internet ad spending hit record in Q4

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New York—Internet advertising in the fourth quarter of 2009 hit a record $6.3 billion, a 3% improvement over the $6.1 billion spent in the same period a year earlier, according to a survey conducted by the Interactive Advertising Bureau and PricewaterhouseCoopers.

Total Internet advertising for 2009, hurt by a weak first nine months of the year, declined 3% to $22.66 billion, from $23.4 billion in 2008.

“Not only was this a record quarter for interactive advertising, but according to Nielsen, total media [advertising] revenue declined by 2%. So we are outpacing the media marketplace,” said Sherrill Mane, IAB senior VP-industry services, during a teleconference Wednesday.

“What does 2009 revenue reporting tell us?” Mane asked. “It basically tells us: Apocalypse—not now.”

Search advertising led all interactive categories in 2009 with $10.5 billion in spending, up 1% from the prior year. Second in total spending was the ad banners and display ads category, at $5.1 billion, up 4% from 2008.

Digital video ad spending rose 39% to $1 billion.

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