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.