Move Over TV Ad Spending, Mobile is Here

by | 2 minute read

Mobile adver­tis­ing is an emerg­ing pow­er­house, no one can deny that. We’ve watched it over­come desk­top and lap­top adver­tis­ing spend­ing, and this year it’s going after TV’s spend­ing.

In 2018, eMar­keter expects mobile adver­tis­ing to increase by 23.5 per­cent. That’s more than three times quick­er than the 6.6% that total media spend­ing is expect­ed to grow in 2018! That growth will land mobile at mak­ing up 33.9% of all adver­tis­ing spend in the Unit­ed States and 69.9% of dig­i­tal adver­tis­ing.

Mobile’s intense growth has been aid­ed by search. As a result of the increas­ing pop­u­lar­i­ty of con­sumers shop­ping from their smart­phones, busi­ness­es have been improv­ing their mobile shop­ping sites and increas­ing their prod­uct infor­ma­tion and reviews. Because of these changes, con­ver­sions from search adver­tise­ments are occur­ring more often than before.

Here’s how mobile ad spend com­pares to oth­er adver­tis­ing media this year:

  • Mobile: 33.9% of total media
  • TV: 31.6%
  • Desktop/Laptop: 14.6%
  • Print: 9.1%
  • Radio: 6.5%
  • Out-of-Home: 3.6%
  • Direc­to­ries: 0.7%

As mobile con­tin­ues to make more of a name for itself among adver­tis­ing media, the high­er mobile ad place­ment costs will climb. That’s why eMar­keter pre­dicts that, by the end of 2021, mobile ad spend­ing will make up near­ly half (47.8%) of all adver­tis­ing spend­ing in the Unit­ed States.

This increase will most dra­mat­i­cal­ly effect TV’s ad spend­ing, push­ing it back to 24.8% in 2022 (a 6.8% decrease with­in four years). The oth­er five pre­vi­ous­ly list­ed for­mats’ ad spend­ing is also pre­dict­ed to drop, albeit not as dra­mat­i­cal­ly, with desktop/laptop’s spend­ing falling from 14.6% of all ad spend­ing in the coun­try to 14.2%, print decreas­ing from 9.1% to 4.5%, radio drop­ping to 5.3%, out-of-home com­ing in at 3% and direc­to­ries bare­ly hold­ing on at 0.3 per­cent.

For more infor­ma­tion on con­sumers’ atti­tudes toward mobile and oth­er forms of adver­tis­ing, check out the lat­est Audi­enceS­CAN reports by AdMall from Sales­Fu­el.

Rachel Cagle

Rachel Cagle

Rachel is a Research Ana­lyst, spe­cial­iz­ing in audi­ence intel­li­gence, at Sales­Fu­el. She also helps to main­tain the major accounts and co-op intel­li­gence data­bas­es. As the hold­er of a Bach­e­lors degree in Eng­lish from The Ohio State Uni­ver­si­ty, Rachel helps the rest of the Sales­Fu­el team with their writ­ing needs.
December 27, 2018 Media + Marketing Tags: , , ,