Digital ad spend continues to explode globally, but that likely would be possible without the assistance of mobile.
“In 2015, mobile ad spending in the US will increase 50.0 percent, reaching $28.72 billion and accounting for 49.0 percent of all digital ad spending,” a new report from eMarketer reads. “By 2019, mobile ad spending will rise to $65.87 billion, or 72.2 percent of total digital ad spend.”
All told, mobile ad spending should top desktop in 2016. In sum, mobile is on course for double digit growth, while desktop spending will stagnate.
“At the format level, mobile display dollars will continue to increase, outpacing mobile search,” adds eMarketer. “In 2015, US mobile display ad spending will reach $14.67 billion, compared with $12.85 billion for mobile search. Through 2019, both display and search will increase at a similar rate, with display widening the gap slightly by virtue of growing from a higher base. By the end of our forecast, mobile display ad spend will total $33.90 billion, while mobile search will be $28.41 billion.”
Video, rich media, and native advertising are combining to spur the drive to digital. In 2016, when mobile spending will surpass advertising on the desktop, app ad dollars will continue to gain steam, increasing 42.6 percent to nearly $30 billion, or just shy of three-quarters of all U.S. mobile ad spending.
App installs are also on the rise.
“(The) latest mobile ad spending forecast also includes mobile app install ads for the first time,” posits eMarketer. “We estimate that US app install ad spending totaled $1.67 billion in 2014, or 8.7 percent of all mobile ad spend, and expect this to reach $3.00 billion this year. That figure is an 80.0 percent year-over-year increase, yet still only accounts for 10.4 percent of all mobile ad dollars.”