Mobile occupies more than half of the cost of digital advertising in 2015

This year will be a new milestone in advertising in the US, because for the first time in all times, the cost of mobile overtakes the cost of the desktop, reports eMarketer . Mobile will be 51.9% of all digital costs in 2015. This figure is higher than eMarketer predicted earlier this year.





The cost of mobile advertising in the United States, 2014-2019, Billions



A slow decline in the share of desktop advertising is expected by 2019, and the share of mobile advertising will increase significantly. eMarketer expects mobile advertising to grow to 59% in 2015, a larger figure than predicted in March, in the latest eMarketer US spending report. Meanwhile, the long-term growth by 2019 will turn in the direction of a slight decrease.

"Brands and marketers continue to see the growing value of mobile advertising in reaching consumers," says eMarketer analyst Martin Uteras. from local advertising and small businesses. "

The transition to the costs of mobile advertising is driven mainly by its demand from consumers. eMarketer estimates the time costs of adults in the United States at 2 hours 51 minutes a day in a mobile device.

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The cost of mobile advertising in the US, by formats, 2014-2019, Billions



When checking the formats in the mobile, eMarketer found that all indicators are growing in 2015. Display advertising continues to account for the largest share in the mobile advertising market, accounting for 51.1% or 15.5 billion dollars. Display advertising, banners, Rich media, etc. amount to 12.77 billion dollars, and video 2.78 billion dollars, and in both cases, the figures are much higher than projected. Search advertising takes the second largest share from 44.7% or 13.62 billion dollars. Evaluation of SMS, e-mail and lead generation also increased in 2015, but a slight decrease is expected by 2019. SMS will be 0.9% of advertising costs, while most of the costs will go to themed ads and e-mail - 3.4%.



The cost of mobile advertising in the United States, by sources, 2014-2019, Billions



It is also important that in 2015, eMarketer expects the mobile to overtake print advertisements in the proportion of the advertising market much faster than predicted. The share of print advertising has begun to decline, and now accounts for 15.8% of the entire market. At the same time, eMarketer indicates the growth of the mobile to 16.6%.

“On the consumer side, there is a growing demand for using media through mobile devices — combining this with improvements in targeting and return on investment — we get dollars taken from advertising in magazines and newspapers,” says Uteras.

BYYD • Mobile Advertising Platform