B-to-B Q3 digital ad revenue up by 16% or US$161M, more than making up for 7% or US$121M loss in print advertising, ABM calculates from IAB report; advertising up 41% in mobile, 26% via email and 25% for rich media
December 27, 2012
– Business-to-business media revenue shows a continued migration to digital advertising, according to ABM’s 2012 third-quarter BIN Report. Compared to the corresponding quarter in 2011, print ad revenue dipped by $121 million, but over the same periods, online ad sales more than made up the loss, rising $161 million. With event revenue basically flat for the quarter, the entire industry seems to be holding steady compared to last year.
The b-to-b digital ad revenue figures, estimated by ABM from IAB’s Advertising Revenue Report, saw mobile ad revenue rise 41 percent, with email advertising rising 26 percent and rich media increasing 25 percent. The contributions made by online classifieds, directories and sponsorships dipped approximately 2 percent. Overall, digital ad revenue rose to $1,011 million, up 16 percent ($161 million) compared to the third quarter of 2011. This is the first time that quarterly digital ad revenue has topped $1 billion for the b-to-b media industry.
Event revenue for the third quarter totaled $2,767 million, down 0.2 percent compared with the third quarter of 2011. Event revenue, provided by CEIR, remains the largest component of the b-to-b pie, eclipsing print, digital and data sources.
Print ad revenue declined 7 percent to $1,795 million in the third quarter, compared to the corresponding quarter of 2011, as reported by IMS. Some vertical segments are seeing advancing revenue this year, however, including both the agriculture and travel categories, which have seen cumulative print ad growth over 10 percent during the first nine months of 2012.
The data component of this BIN Report is unavailable as it is updated only every six months.