Mobile ad spending up 100% in 2013, says eMarketer
Mobile ad spending across industries was up more than 100 percent year-over-year in 2013, according to eMarketer estimates.
That rapid growth rate is expected to slow somewhat this year, with mobile ad spending increasing at a more modest 62.1 percent, reaching $29.4 billion in 2014.
The growth rate for mobile ad spending is forecast to continue a downward trend, dropping to 27.2 percent by 2017, when mobile ad spending is expected to reach $72.3 billion, nearly 10 times 2012 spending levels, according to eMarketer.
This compares with a more modest estimate by Juniper Research, which forecast mobile ad spending to reach $39 billion in 2018, up from $13 billion in 2013.
According to data compiled by Millennial Media and cited by eMarketer, the pharmaceutical industry saw an aggressive 744 percent year-over-year increase in mobile ad spending in the third quarter of 2013. Not far behind was the news industry, which upped its mobile ad spending by 530 percent year-over-year in the third quarter.
The sports industry increased its mobile ad spending 411 percent year-over-year in the third quarter, followed by consumer goods with a 357 percent increase, entertainment with a 264 percent jump, restaurants with a 234 percent increase and technology with a 132 percent jump. Millennial Media's estimates are based on ad campaigns run on its mobile network.
The top goal of mobile ad campaigns was to increase mobile traffic to a website, cited by 34 percent of respondents, followed by sustaining a mobile presence, cited by one-quarter and increasing brand awareness, cited by 22 percent.