Advertisers focus display, Internet video ads on mobile
Posted on Aug 26, 2013 by YuMe
It's no secret that advertisers have begun to focus on digital. With the Internet playing a central role in the everyday activities of people around the world, brands have to invest in multichannel marketing to ensure they're reaching target consumers on the right platforms.
Search and display ads are the top priorities for digital advertising. However, new findings suggest investments in these ad types are shifting increasingly away from desktops toward mobile devices. According to eMarketer, U.S. advertisers are set to spend nearly 60 percent of all digital search dollars on mobile in 2017.
While search remains the "king of the U.S. digital ad spending market," display advertising across all platforms – including mobile and desktop – is expected to reach $20.6 billion in 2014, eMarketer stated. That number includes investments in online video advertising, video ads on mobile, banners, rich media and other display types.
Nearly 22 percent of all digital display ad dollars will be spent on mobile, eMarketer stated. That portion is expected to swell to nearly 50 percent by 2017.
The research provider said that while video advertising on the Web occupies a relatively slight portion of total digital ad spending, video is the fasted-growing Internet advertising format. In fact, overall digital ad spending on video is expected to increase from $4.1 billion in 2013 to $9.2 billion in 2017. Spending on mobile video ads specifically will rise from $576 million this year to nearly $3 billion in the next four years.
What's driving mobile video advertising? They answer is consumers, clearly. According to separate findings from Business Insider, tablet owners specifically are consuming a growing amount of content on their mobile devices. In fact, BI found tablet users are not only more likely to stream videos on their portable gadgets, but are also more likely to watch Internet content on other devices as well.