Mobile Pushes US Digital Ad Market Higher
Digital ad spend up 14.9% this year, vs. mobile’s 95.0% growth rate
US digital ad spending will hit $42.26 billion this year, up from $36.80 billion in 2012, to account for 24.7% of total media ad spending this year, eMarketer estimates.
eMarketer’s latest forecast for digital ad spending anticipates 14.9% growth for the year, just shy of 2012’s 15% growth rate, and set to continue falling through 2017, when spending will rise 7.1% to reach $61.35 billion.
These figures represent a slight upward revision to eMarketer’s June 2013 forecast of digital ad spending, which estimated marketers would spend $41.94 billion this year on advertising appearing on desktop and laptop computers as well as mobile phones, tablets and other connected devices. The upward revision to the digital forecast is primarily due to an upward revision to estimates of mobile spending, which is now expected to reach $8.51 billion this year. In June, eMarketer estimated mobile spending would come in at $7.65 billion for 2013.
Now, mobile spending is expected to rise 95.0% this year to account for 20.1% of all digital ad spending, and 5.0% of total media ad spending.
eMarketer bases its estimates of US ad spending on the analysis of reported revenues from major ad-selling companies; data from benchmark sources the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC); estimates from other research firms; consumer internet usage trends; and eMarketer interviews with executives at ad agencies, brands, online ad publishers and other industry leader.