2017年互联网广告收入报告｜移动广告、视频广告、社交媒体趋势分析

报告摘要

本报告由IAB与PwC联合发布，基于2017年全年美国互联网广告市场调查，揭示行业持续增长趋势。核心亮点：移动端广告收入首次超越桌面端，但增速放缓；数字视频广告份额显著上升，移动视频占据主导；社交媒体广告占比扩大；数字音频创历史新高。报告还分析了搜索广告份额下降、定价模式变迁等关键动态。适合广告代理商、媒体策划、品牌营销人员、投资者及行业分析师参考，为制定2028年策略提供数据支撑。

📋 报告目录

1. Background
2. Executive summary
3. Key growth drivers
4. Enabling advertising scalability
5. Revenue continues to grow year over year
6. Detailed findings
7. Shift to mobile continues but rate of growth starts to decline
8. Historical revenue mix – First half vs. second half
9. Ad format – Fourth-quarter 2017 results
10. Ad format – Full year 2017 results
11. Search loses share as mobile digital video charges ahead
12. Mobile overtakes desktop in digital video
13. Social media’s share of the pie increased
14. Digital audio achieved new he