IAB and PricerwaterhouseCoopers released results of a study on Internet advertising at the MIXX conference this week. The positive trend shows a huge jump in ad revenue (37% over the same period last year).
Quite predictably, Search leads all categories by a wide margin, accounting for 40% of advertiser spending, but that number is the same as last year.
Separately, PricewaterhouseCoopers reported earlier that the entertainment and media sector is growing at a rapid clip, with broadband access becoming more available. But the US is not leading here. Russia and Eastern Europe are growing at more than twice as fast, and Japan will overtake China in 3 years.
The message in all this: while search and online gives us a certain perspective of the advertising and marketing shift, it is part of a lager ecosystem of the entertainment and media world -- a $1.8 trillion market in 2010 -- that encompasses everything from IPTV, satellite radio, podcasting, and broadband video, and gaming. All of this is slowly but surely getting more connected, so we cannot think of online marketing as a single dimension.