“Mobile is not the future, it is the now. Meet your customers in the environment of their choice, not where it’s convenient for you.”

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In 2016, mobile ad spending will exceed spending on desktop, reaching almost $70 billion worldwide.

The massive growth of mobile

Ten years ago there were 26 million mobile internet users across the globe. Fast forward to 2015, and we’re looking at 2,781 million people accessing the internet from a smartphone.

Plus, mobile internet is getting faster. Whereas slow speeds have limited internet access in the past, 39% of all mobile connections are now considered to be “broadband,” with 3G, 4G and LTE networks becoming the norm.

Advertisers are starting to sit up and take notice. Mobile ad spend is expected to increase from $42.63 million in 2014 to around $69 million in 2015, and is showing no sign of stopping. By 2016, the amount spent on mobile ads could be more than $100 billion.

9 Mobile Marketing Stats That Are Shocking!

  • Mobile ad spend is expected to rise to over $100 billion in 2016.
  • 75% of Americans use their smartphones while in the bathroom.
  • iPhone users are 12% more likely to make a purchase while sitting on the porcelain throne.
  • If your site isn’t optimized for mobile, it will be abandoned by 40% of mobile visitors.
  • 70% of searches on a smartphone will lead to action on a website within one hour.
  • 91% of consumers check their email at least once a day on their smartphone.
  • Video accounts for 55% of mobile data usage – that’s 50 million people watching in the US.
  • 92% of mobile video viewers share video.
  • 80% of local searches from mobile convert to a sale.

Mobile Will Account for 72% of US Digital Ad Spend by 2019


Mobile ad spending continues to increase at the expense of desktop, taking more and more share of marketers’ digital ad dollars, according to new figures from eMarketer. In 2015, mobile ad spending in the US will increase 50.0%, reaching $28.72 billion and accounting for 49.0% of all digital ad spending. By 2019, mobile ad spending will rise to $65.87 billion, or 72.2% of total digital ad spend.


US Mobile Ad Spending, 2013-2019

Next year will be the tipping point where mobile ad spending surpasses desktop. And while desktop advertising will remain a significant portion of marketers’ budgets—approximately $25 billion in each year throughout eMarketer’s forecast period—mobile will continue growing in the double digits to gain more and more market share while desktop spending remains flat.

US Digital Ad Spending, by Device, 2013-2019 (billions)

The shift to mobile ad spending is being driven mainly by consumer demand. In 2014, US adults spent an average of 2 hours, 51 minutes with mobile devices each day, up from 2 hours, 19 minutes in 2013. Meanwhile, desktop time fell to 2 hours, 12 minutes daily last year, after being equal with mobile time in 2013.

At the format level, mobile display dollars will continue to increase, outpacing mobile search. In 2015, US mobile display ad spending will reach $14.67 billion, compared with $12.85 billion for mobile search. Through 2019, both display and search will increase at a similar rate, with display widening the gap slightly by virtue of growing from a higher base. By the end of our forecast, mobile display ad spend will total $33.90 billion, while mobile search will be $28.41 billion.

US Mobile Ad Spending, by Format, 2013-2019 (billions)

It’s important to call out the “other” category as well, which includes classifieds, email and lead generation, among additional formats. US mobile ad spending on those formats will increase from $962 million this year to $3.32 billion in 2019. Meanwhile, mobile messaging ad dollars will rise in 2015 and 2016 before going on a slow decline through the remainder of eMarketer’s forecast period.

Our new forecast breaks out mobile app and mobile web spending for the first time. This year, app spending will outpace mobile web browser ad dollars nearly 3-to-1. Advertisers will spend $20.79 billion to reach consumers via mobile apps in 2015, compared with $7.93 billion on mobile browsers.

US Mobile Ad Spending, In-App vs. Mobile Web, 2014-2016

Advertisers are finding compelling opportunities through video, rich media and native in mobile apps, as well as a better ability to target captive audiences. Next year, when mobile spending will surpass advertising on the desktop for the first time, app ad dollars will continue to gain steam, increasing 42.6% to nearly $30 billion, or 73.2% of all US mobile ad spending.

Mobile web ad spending will also grow at a healthy clip, rising 36.8% in 2016 to $10.84 billion, eMarketer estimates. Spending on the mobile web is being driven by programmatic, cookie-based targeting and bundling across devices.

US Mobile App Install Ad Spending, 2013-2015

eMarketer’s latest mobile ad spending forecast also includes mobile app install ads for the first time. We estimate that US app install ad spending totaled $1.67 billion in 2014, or 8.7% of all mobile ad spend, and expect this to reach $3.00 billion this year. That figure is an 80.0% year-over-year increase, yet still only accounts for 10.4% of all mobile ad dollars.

Spending on app install ads via mobile search was negligible last year, so the low share of total mobile ad spending doesn’t paint the entire picture. App install ads accounted for 17.3% of US mobile display ad spending in 2014, and this is expected to grow to nearly 20% this year. The leading search providers are making strides to attract app developers’ ad dollars, but we expect app install ads to represent an insignificant portion of mobile search spending in 2015.

Frequently Asked Questions

Q: What Is SMS? +

A standard text message is limited to 160 characters. Characters means letters, numbers, spaces, symbols and punctuation. Our system allows 130 characters plus the mandatory STOP message at the end.

Q: What does it mean to Opt-In to a mobile campaign? +

To Opt-In is to join a list. This can be done by sending a text message containing your KEYWORD to SHORTCODE, or by entering your mobile number into a web-based form. This action signifies that a customer has given you permission to send them a message.

Q: What does it mean to Opt-Out of a mobile campaign? +

A subscriber Opts-Out when they quit your list. Users can do this quickly and simply by replying to any text message you send them with the word STOP. Opt out instructions are text Stop KEYWORD to SHORTCODE.

Q: How can I promote my mobile campaign to my customers? +

The best way to build your Opt-in database is to promote your mobile campaign through your existing promotional channels such as print, radio, television, internet, in-venue, packaged goods, and more. Utilizing your existing marketing efforts is the best way to encourage customers to join your mobile campaign. Your campaign message to consumers should be simple and can be added to the promotional material you are currently using.

Example only: “Join Hollywood VIP Mobile Club to find out about hot upcoming events. Send the Word VIP to 70734 Now! *This is a free service, however standard text messaging charges by your wireless carrier may apply. Additionally, you can create incentives such as free gifts, discounts, and special invites to encourage your customers to join your mobile campaign.

Q: What cellular carriers do you support? +

We currently support all major US and Canadian cellular networks.

Q: How long does it take before subscribers receive messages I send out? +

Messages are sent instantly within 1-2 minutes of you sending a message. If a customer’s phone is turned off or is in an area without coverage (such as inside an elevator), the carrier holds the message and delivers it as soon as the customer re-enters a coverage area.

Q: What is the limit of messages I can send with your service? +

There is no limit of how many messages you can send using our service. However, best practices indicate that you should not be sending more than one or two messages per week to your subscriber base. More frequent message sending can result in high opt-out rates from your list.

Q: Do you offer a Done for Your Service? +

Yes, we recognizes that a majority of businesses do not have the time to do their own marketing. Our Marketing experts will strategize and implement your mobile marketing campaigns for a reasonable monthly fee.

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