Search and Social Lose Ad Share to Video: PwC/IAB Report
U.S. Internet ad revenue grew 10.8% last year, less than the pandemic-driven 35.4% of 2021 but far outpacing TV (up 2.0%) and print (down 6%.0), says this PwC/IAB report. Search fell from 42.2% of Internet ad revenue in 2020 to 40.2% in 2022 and social fell from 31.5% to 30.3%. Video more than took up the slack, growing from 18.7% to 22.5%. The report predicts retail media will grow quickly due to its privacy-safe first-party data and closed loop response measurement.