Digital Ad Dollars Spike, But Still a Small Part of Total Revenue in B-to-B
B-to-b media revenue grew 4.4 percent through the first half of 2013.
B-to-b media continued its gradual recovery, posting revenue gains for the seventh-consecutive half-year period.
The industry generated $13.1 billion in revenue for the first six months of 2013, up 4.4 percent year-over-year, according to ABM's Business Information Network (BIN)Â report. Performance varied significantly by segment though.
Tradeshows continue to account for nearly half of total earnings ($5.8 billion; 45 percent) in b-to-b media, but growth in the sector fell to just 2.7 percentâ€”less than half of what its rate last year. The Center for Exhibition Industry Research (the source for ABM's data) notes that there have been 12 positive quarters in a row, but warns that "there will be minimal growth through 2013."
Driven by advances in mobile, digital advertising revenues spiked 24.8 percent in the period, topping $2.3 billion. Growth was just 9.4 percent last year.
See Also:Â Ad Page Losses Mount for B-to-BÂ
However, as a percentage of total dollars, digital isn't moving very fast. The segment now accounts for 18 percent of industry revenue, which is just 7-percent more than it did in 2008â€”when the iPhone had just come out and tablets didn't exist.
As print advertising revenues declineâ€”they fell 4.3 percent in the first half to $2.3 billion, now making up just over a quarter of total revenueâ€”digital advertising and data and business services are attempting to make up that lost ground. The latter rose 7.1 percent to $1.3 billion this year.