Desktop prominence shrinks as mobile rises

Mobile devices are rising to prominence in the ad world as desktop popularity shrinks.

Posted on Dec 24, 2013 by YuMe

Organizations that have been investing in mobile video ads are on the right track stepping into 2014, as a recent report from eMarketer showed that U.S. mobile advertising will be up 120 percent from 2012 by the end of this year. That means the industry has reached $9.6 billion, up from $4.36 billion last year. Desktop and laptop ads are down, as growth shrunk from 6.6 percent last year to 1.69 percent in 2013.

Overall digital spending is still seeing a great amount of improvement, as the industry is up 15.7 percent to $42.58 billion this year. Mobile devices are a big reason for this, as more consumers have adopted smartphones, tablets and other devices and are becoming more willing to watch videos on these devices.

"The same formats seeing such robust growth on mobile will languish on the desktop, however, as advertisers shift more dollars to target smartphone- and tablet-toting shoppers," the report said. "EMarketer expects search spending to be down 1.4 percent this year when the mobile component is removed, while display will grow a sluggish 3.8 percent, buoyed by double-digit growth in sponsorship and video spending, along with lead generation the main bright spots for desktop-based digital ads."

Just because spending is up big time for mobile video ads, it doesn't mean a company can ditch other formats just yet. Industry professional Ujjal Kohli wrote on Mobile Marketer that organizations should run multiple types of video ads to reach the biggest possible audience. Having a larger number of formats, such as in-stream, laptop, mobile and online video ads, will increase the chances that people are seeing and responding to the company's campaign.