According to (IAB) internet advertising revenue report 2016, in the USA the total revenue from advertising is $72.5 Billion. Mobile flooded the market with digital ads while taking 51% market share of the internet advertising. In the year 2016, the desktop search accounted for $ 17.8 billion of revenue out of 24% in total which is a 13 % down from the previous year which accounts for 34% in 2015 in total.

The total revenue of search format is $35 billion in the year 2016 which is 19% increase from the year 2015. There is a dip of 1 % from the previous year in desktop related advertising revenues. Desktop banner ads revenue is $8.7 billion in 2016 and for video, it is $ 4.9 billion.

There is an increase in mobile revenue of 77% from the last year. Around $20.7 billion of revenue noted in 2015 to $36.6 billion in 2016.

It consisted of different segments as such Mobile search which accounted for $17.2 billion, mobile display related which accounts for $18.1 billion and another mobile which consists of $1.3 billion. It is observed that ten major ad selling companies are the player in the market which accounts for total revenue of 73% in quarter 4 of 2016 which is a 2 % down from last year’s quater4 of 2015 that is 75%. This shows that the market is fluctuating but promising at the same time due to only slight dip in the market for internet advertising.

Additionally, in the year 2016 quarter 4, there is a 9% increase in the revenue of 10% of the companies which ranked within 11th to 25th. In the past years, relatively the concentration of top 10 revenues is unchanged which fluctuates between 69% and 75%.

The revenue of desktop and mobile video noticed a hike in comparison to its previous year. In the year 2016 mobile ad revenue gained a significant amount of market share of 51% in comparison to 35% of the year 2015.

However, desktop video noticed a spike of 16% from previous year. But its revenue is stagnant as in percentage. It is observed that only 24% represent the revenue of desktop search. This contributed to the overall share of the mobile search in the mobile category.
Due to significant growth in mobile advertising, desktop search and other ads noticed a decrease in their total revenue. Due to increase in the mobile growth, there is a significant demand for digital video advertising in the market.