IAB: Paid search was 48 percent of total digital spend in 2016

Paid search advertising accounted for roughly $35 billion in 2016, split almost evenly between the desktop and mobile. That’s according to the IAB’s 2016 revenue report, released yesterday.

On a percentage basis, desktop paid search declined by 10 points and was down by a little under $3 billion in real dollars. However, overall paid search revenues were up vs. a year ago by almost $6 billion.

Mobile ad spending surpassed spending on the desktop for the first time, and represented 51 percent of digital ad spending in the US; in Q4 2016 it was 53 percent.

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