In 2013, most digital ad growth goes to mobile due to desktop mobile growth stagnating. In general, mobile advertising is still continuing to grow which impacts negatively on desktop ad spending. eMarketer is now predicting lower figures than before with regards to desktop ad spending, indicating that the decline is happening more rapidly than predicted and expected by research companies. For 2013, mobile ad spending is predicted to reach $9.60 billion which is an increase of 120%. This is a tremendous growth and is a signpost of the future development that is still to come (eMarketer 2013).
Ad spending is predicted to increase in the US and particularly mobile ad spending is experiencing growth. Starting at $4.36 billion in 2012, mobile ad spending increased to over $9billion in 2013, already indicating the high potential for marketers in the US. In comparison to that, desktop and laptop ad spending is expected to grow at a rate of 1.69% from 2012 to 2013. This is much slower than mobile ad spending indicating that growth for digital ad spending is stagnating in 2013 to 2015 and after that, digital ad spending in the US is decreasing with mobile ad spending increasing year after year at a fast pace.
DESKTOP AD WINNERS
Although desktop and laptop ad spending is growing only slowly, there are still some desktop ad winners which are areas where growth is still happening. These are clearly sponsorships and videos that are both branding friendly categories. Current spending on search, banners and rich media ad formats will move towards mobile search advertising. On mobile, marketers and advertisers will work on targeting smartphone and tablet shoppers. There are high opportunities in mobile search and mobile spending which are welcomed by marketers. The future for mobile ads is bright, as more and more consumers are actually adopting mobile phones and tablets and networks such as Instagram and YouTube are both adding spaces and opportunities for marketers to tap into and take advantage of mobile ads within the network.
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