Warc, 22 August 2013
NEW YORK: Mobile advertising expenditure in the US is
expected to almost double in 2013 as revised figures from media research firm
eMarketer indicate spending of $8.51bn for the year.
This represents an 11% increase on eMarketer's previous,
June, forecast of $7.65 billion for 2013. It now predicts mobile spending will
rise 95% this year to account for 20.1% of digital ad spending and 5.0% of
total media adspend.
Growth will slow in subsequent years but remain in
double-digits out to 2017, by when mobile is expected to be valued at $31.13bn.
This is equivalent to a 50.7% share of digital ad spending and a 15.8% share of
all media ad spending.
eMarketer bases its estimates on the analysis of reported
revenues from major ad-selling companies; data from the Interactive Advertising
Bureau and PricewaterhouseCoopers; estimates from other research firms;
consumer internet usage trends; and eMarketer interviews with executives.
In terms of format, eMarketer said the shift of search from
desktop to mobile would continue. From a 2.1% share of digital search spending
in 2010, mobile search is forecast to take 22.1% in 2013 and 59.6% in 2017.
A similar, if slower, pattern is evident in display
spending. Some 21.7% of all digital display ad spending is expected to be on
mobile in 2013, rising to 48.4% by 2017.
Within that classification, video will be the fastest-growing
mobile ad format, rising from a value of $576m in 2013 to $2,987m in 2017, an
increase of 418%. And mobile's share of the digital video format will rise more
than double from 14% to 32.5%.
Within mobile alone, search continues to be the most popular
format, with 51.5% of all spending on mobile ads being directed here. Display,
including banners, video and other formats, takes 44.8%. Other formats such as
SMS and email make up the remainder.
And while mobile display is growing faster than search it
will still only take a 46.6% share by 2017, compared to search's 49%.
Data sourced from eMarketer; additional content by Warc
staff
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