Online Advertising in 2014

IAB Report 2014

Internet Ad Revenues by Format - IAB_PCW
Jan-June 2014

Search Ads (Fees advertisers pay Internet companies to list and/or link their company site or domain name to a specific search word or phrase...includes paid listings and contextual ads) Google leads in Search advertising. 39% $9.08 billion
Display Banner Ads (a graphic advertising image displayed on a Web page.) Yahoo is a market leader in dispaly ads. 19% $3.9 billion
Classified Ads (fees paid to list jobs, cars, real estate and other products) Craigslist, Monster and online newspapers lead here. 6% $1.3billion
Lead Generation (fees advertisers pay to Internet advertising companies that refer qualified purchase inquiries (e.g., auto dealers which pay a fee in exchange for receiving a qualified purchase inquiry online) or provide consumer information (demographic, contact, and behavioral) where the consumer opts into being contacted by a marketer ) Bankrate, Cars.com, and LowerMyBills.com are examples of lead generators. 4% $911 million
Rich Media (advertisements with which users can interact (as opposed to solely animation) in a web page format. These advertisements can use sound, video, or Flash, and programming languages such as Java, Javascript, and DHTML.) 3%

$694 million

Digital Video (video that can appear before, during or after content that includes streaming video, animation, gaming and music video content) 6%



Sponsorships (includes Spotlights are custom built pages incorporating an advertiser’s brand; Advergaming are game or a “sponsored by” link to creating a custom branded game experience; Content & Section Sponsorship is when an advertiser exclusively sponsors a particular section of the site or email ; Sweepstakes & Contests and Static ad placementthat remain on a Web page for a specified period of time or embedded ads) 2% $366 million
Mobile 15% $5.33 billion

Search Advertising was 40% in 2004. Mobile is the fastest growing online ad segment. Mobile increased over 76% in one year. report Definations are adapted from IAB definations.


Contextual advertising uses the context of an page, article or story a user is reading and matches it with an associated product or service ad. Someone reading articles on a new cars might receive ads related to BMW, Honda, car dealers or car review books.

Tacoda explains behavioral targeting as the ability to reach desired segments outside of contextually relevant areas. Behavioral targeting” is a technology that recognizes when web-site visitors are seeking a particular product or service and then serves an ad relevant to their search – at a later date – on another, unrelated page (Oser, 2004 p.4).” For example, a surfer who looks at real estate listings on a newspaper site on a Monday might is served an ad from a real estate agent on Thursday night when the surfer views the Sports section (Oser, 2004). Behavioral targeting uses a surprise effect with precise behavioral segments to work.

Rich media “…allow advertisers to take traditional media assets like video, audio, animation, and photos, and combine them into a multimedia branding experience that streams from an ad server to the client machine (Koegel, 2003).” Rich media technologies include Flash, Unicast, Eyeblaster, EyeWonder, and PointRoll.

Classified advertising is increasingly moving from traditional print newspapers to online formats. Recruitment, real estate and automotive are the major types of classified ads. Monster, Career Builder and  Hot Jobs are the top ranked recruitment sites. Traditional newspapers have launched online versions to increase their advertising. Craigslist is an example of a totally online company in the classified online market.

Display ads - Financial services marketers had 29% of the online display ads Web media resented 17% , Retail goods and services had 16% of impressions, telecoms had for 13%, and public services had 6%.

There are two types of email advertising:

1) opt-in or permission based email. For example, permission based email is when a user signs up for a newsletter or other information from a comapny or organization.

2) spam- emails that you do not want and that can be a form of malware.


emarket data