Mobile ad spend will finally overtake print next year, a new report from eMarketer predicts.
In 2015, mobile will account for 20.5 per cent of ad spend, whereas print will only hold a share of 17 per cent, reports cable.co.uk. This year, mobile ad budgets will grow by 96 per cent, meaning spend will surpass £2 billion – up from just £1.03 billion in 2013. Moreover, mobile ads will make up 13.4 per cent of the market, whereas newspaper ads will sit just ahead at 13.6 per cent.
eMarketer believes the digital ad growth is mostly being driven by mobile, although display revenues from social media sites and search engines are set to see a huge rise over the next few years too. In fact, more than half of digital budgets will go towards search and a third will be spend on display formats, reports thedrum.com.
On the other hand, print will see a dramatic decline. Over the next four years it’s set to lose £276 million in ad spend, as Brits are turning to tablet devices to catch up on the latest news instead. By 2018, half of all UK consumers will own tablet devices, like Apple’s iPad or Amazon’s Kindle, eMarketer estimates.
“A strong economy, high consumer confidence and increase in spending on digital, TV, radio and outdoor formats will spur what growth there is in total media ad spending,” the company said. “While digital, and especially mobile, are boosting total growth, other channels are flat or even losing ad revenues.”