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Majority Of Mobile Ad Spend To Go To Search — Forecast
In an updated digital and mobile advertising forecast, eMarketer has projected that mobile search will be worth more than $15 billion in the US by 2017. Accordingly, it will lead all other types of mobile advertising, similar to its current position online.
Display advertising will follow with $14.5 billion by the end of the forecast period. Here’s the full breakdown by ad format:
Mobile ad spending in the US was reported by the IAB to be $3.4 billion in 2012. It’s possible that the number will reach $8.5 billion this year, as the eMarketer forecast indicates; however, that figure may be a bit aggressive.
The following is eMarketer’s full digital forecast, with mobile incorporated into each ad category.
The firm says that mobile ad spending is accelerating. It will represent just over 20 percent of all digital advertising (and 5 percent of total media) this year according to the forecast.
Undoubtedly, Enhanced Campaigns is playing a role in the growth of mobile search spending. According to StatCounter, Google controls about 83 percent of mobile search, which is down from a high of roughly 94 percent in Q3 last year. However, the company controls a higher share of mobile ad spending.
On a global basis Google “owns” more than 50 percent of all mobile ad spending.