The Interactive Advertising Bureau (IAB), in conjunction with PricewaterhouseCoopers (PwC), have released their 22nd annual internet advertising revenue report, revealing the overall trends of the industry, demonstrating continual unchecked growth of the mobile space.

“Consumers are increasingly spending a tremendous amount of time with interactive screens and content–from mobile to desktop and audio to OTT–and brands are in lockstep with a growing commitment to digital ad buys,” said Randall Rothenberg, the IAB’s president and CEO. “Mobile captured more than half of the total digital ad spend last year and we can easily expect that share to continue to climb.”

Digital advertising revenues in the US totaled $88 billion for the full year of 2017, an increase by 21.4 percent over the full year of 2016. For the first time in the report’s 22-year history, digital ad revenue has surpassed the combined ad revenue for broadcast and cable television combined.

Mobile advertising revenue continued to grow, totaling $49.9 billion on 2017, an increase of 36.2 percent. The format now makes up 56.7 percent of all internet advertising revenue, though its growth rate is beginning to plateau.

The IAB attributes this growth in part to the lowering of risk to joining the advertising field, with self-service platforms allowing small- and medium-sized businesses to enter the space as well.

“Digital advertising’s evolution has greatly democratized the ability for all businesses, regardless of size and budget, to target audiences based upon geographies (location), demographics, psychographics, and behavior,” the report reads.

Digital video saw significant gains in revenue over 2017, especially on mobile, increasing by 54 percent from 2016. In 2017, mobile video spending passed desktop spending for the first time, hitting $6.2 billion, over desktop’s $5.7 billion.

“Smartphones and tablets have become indispensable tools in the hands of consumers, from the moment they wake up to right before they go to sleep,” said Anna Bager, executive vice president of industry initiatives for the IAB. “A double-digit uptick in spend on mobile video is a testament to both the pull of mobile and consumer’s never-ending demand for sight, sound, and motion—even while on the go.”

Mobile digital video seems to be shouldering mobile search out of its way, with the latter’s share of total ad spending dropping from 46 percent in 2016 to 44 percent in 2017.