Mobile Advertising Expanding At Six Times The Speed Of Desktop

Mobile Advertising Expanding At Six Times The Speed Of Desktop

The increasing adoption of smartphones and tablets is driving robust growth in mobile advertising, including display, search and in-app sectors; predicted annual growth for this industry has now hit 50% a year until 2016.

Mobile ad spend is expanding at six times the speed of desktop Internet ad spend.According to a survey from ZenithOptimedia, mobile advertising will be the main driver behind overall ad spend in the coming years.

Survey results

ZenithOptimedia forecasts that mobile will account for 35% of all extra ad spend in the three years between 2013 and 2016. Global spending on mobile advertising stood at $13.4 billion last year, representing 12.9% of all Internet ad spend and 2.7% of advertising budgets across all channels. Forecasts for 2016 predict mobile budgets will account for 28% of all Internet advertising and 7.6% of overall advertising budgets; this will turn it into the fourth largest advertising channel, overtaking radio, magazines and outdoor campaigns. In the UK, mobile ad spend shot up 127% in the first half of 2013, reaching £429 million of investment.It accounted for 14.1% of all digital advertising budgets in the country throughout the year – almost double the 7.2% recorded in the previous year.

According to the ZenithOptimedia survey, the fastest-growing segment in digital advertising is display, reinforced by the evolution of programmatic ad buying. Display advertising is expected to expand by 21% every year until 2016 thanks to programmatic advertising, which gives marketers better control over what they buy and ensuring they get better value for their money.