Forecast: Mobile ad spending to surge 95% in 2013
Mobile advertising spending is on track to increase 95 percent this year, accounting for 20.1 percent of all digital ad spending and 5 percent of total media ad spending, researcher eMarketer reports.
Total U.S. digital ad spending will hit $42.26 billion in 2013, up from $36.80 billion in 2012 and accounting for 24.7 percent of total media ad spending this year, eMarketer estimates. Marketers will devote a combined $8.51 billion to mobile search, display and messaging campaigns in 2013, a total on pace to reach $13.09 billion next year and $31.13 billion in 2017, the firm forecasts. As of 2017, mobile will attract 50.7 percent of all digital ad spending.
Search continues to lead all U.S. mobile ad spending at $4.34 billion in 2013, followed by display ads at $1.84 billion and messaging at $223 million. While mobile search will remain advertisers' preferred vehicle throughout the forecast period, display will narrow the gap in the years to come: eMarketer projects mobile search spending will reach $15.2 billion in 2017, followed by display at $14.5 billion and messaging at $200 million.
"This year, eMarketer expects 51.5 percent of all spending on mobile ads to go toward search, compared to 44.8 percent for display ads, including banners, video and other formats," the firm said. "Like in the digital advertising market as a whole, display formats are growing more quickly on mobile than search--but not fast enough to overtake search spending by 2017."
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