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Desktop and Mobile Beat TV in Overall Ad Spend

The latest report from the Interactive Advertising Bureau (IAB) found that desktop and mobile ad revenue has beaten television by $1.2 billion in 2016 with the overall total of $72.5 billion. This is a 21.8 percent increase from 2015, in which internet advertising revenue was $59.6 billion. This marks the first time that television ad spend has been surpassed by internet ad revenue since the beginning of the IAB’s annual reports in 2004. According to the current report, mobile video revenue comprised 85 percent of desktop video revenue in 2016. An astonishing 46 percent of all video ads were shown on a mobile device. Thanks mostly to mobile searching, mobile advertising accounted for more than half of digital ad revenue last year. The IAB reports that only mobile and desktop video saw an increase in revenue since last year. Retail, financial services, and auto were the leading industries in internet ad revenue in 2016, unchanged from 2015. Social media advertising also saw an incredible surge in revenue from $10.9 billion in 2015 to $16.3 billion in 2016.

Instagram Chosen as the Preferred Social Media Platform For Influencers

In another report conducted by Hashoff, roughly 240 out of 300 digital influencers surveyed chose Instagram as their favorite social media platform. Digital influencers stated that immediate community as well as ease of connecting with brands were what made Instagram their top choice. The report also indicated that digital influencers mostly judge their success on social media by the number of likes, comments, and overall engagement on posts. Only 34.2 percent of influencers surveyed reported using follower count as a metric. Most digital influencers stated that Instagram will continue to be their top social media platform over the coming years.  

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