Ads get mobility
Global mobile advertising spend will exceed $100 billion and account for more than 50% of all digital ad expenditure for the first time in 2016, according to eMarketer forecasts. The $101.4 billion earmarked for spend on ads served to mobile phones and tablets worldwide next year represents a 430% spike on 2013. And between 2016 and 2019, mobile ad spending will almost double, hitting $195.6 billion to account for 70% of digital ad spend as well as over one-quarter of total media ad spending globally.
eMarketer estimates there will be more than 2 billion smartphone users worldwide in 2016, over one-quarter of whom will live in China. The number of tablet users worldwide, though growing more slowly than the smartphone audience, is expected to beat 1 billion in 2015. “The proliferation of these mobile devices across the world is driving the shift in advertising from the desktop to reach these untethered, always-on consumers,” eMarketer says.