Mobile ad spend continues to grow as advertisers target mobile consumers, and the trend should continue for several more years. According to a recent report from eMarketer, nearly 40 percent of all digital ad spending will go to mobile ads by 2017.
A major factor in that sustained growth is the global rise of mobile. Currently, the largest share of mobile ad revenue originates in North America, where 18.8 percent of digital ad dollars come from mobile properties. However, worldwide mobile ad spend is growing thanks to an ongoing proliferation of mobile devices.
The projected growth by 2017 shows just how much things have changed in the past few years. Mobile devices are a relatively new platform for advertising — in 2011, just 4.6 percent of all digital ad spending was directed to mobile ads. But the sheer number of devices on the market, combined with the proven success of driving business through mobile ads, has caused a shift in market spending.
In Western Europe, for example, 12.6 percent of all digital ad spending will go to mobile properties this year. In the Asia-Pacific region, those numbers will hit 12.3 percent. And maturing mobile markets in other parts of the world are expected to drive similar growth in the coming years.
Looking Ahead to Market Catalysts
While North America is expected to remain the top digital ad market throughout 2017, notable trends are taking shape. Asia-Pacific, for example, will climb into the No. 2 spot and is expected to close the gap with North America by 2017, both in terms of ad market share and total ad dollars.
Latin America, meanwhile, will overtake Central and Eastern Europe as the third most lucrative digital ad region, according to the forecast. A big boost in ad spending is anticipated for 2014, when the FIFA World Cup will help carry the industry to its largest one-year increase in ad sales growth.
Overall, digital ad spending is projected to hit $173 billion worldwide by 2017, while total media ad spending will reach $616 billion, according to eMarketer.
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