Mobile to Surpass Print in US Media Ad Spend This Year


eMarketer-US-Ad-Spend-Share-by-Medium-2014-2019-Sept2015Almost one-third (31.6%) of US media ad spending will be allocated to digital media this year, with mobile capturing the majority share of that spending, estimates eMarketer in a recent forecast. In fact, for the first time, the share of media ad spending allocated to mobile (16.6%) will exceed the share allocated to print (15.8%).

Mobile and print ad spend are clearly moving in opposite directions, as has been the case for some time now. With mobile gains expected and continued print declines on the horizon, the forecast calls for mobile to more than double all of print ad spend by 2018 (26.9% and 12.8%, respectively). No doubt this will bring ad spend more in line with consumption trends, though the ad spend-media consumption comparison neglects an analysi! s of the effectiveness of advertising across various media.

Meanwhile, a year before mobile doubles print, another milestone is forecast to occur. In 2017, per eMarketer’s projections, digital media (37%) will overtake TV (36.3%) to become the single largest advertising market in the US. A recent report from PwC was less bullish on this prospect, forecasting that online ad revenues would overtake TV (including online TV) in 2019.

By: Dr. Augustine Fou Wednesday, September 9th, 2015 news

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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