Ad Spend: The Evolving Digital Lifestyle
A new study by eMarketer discovered that the number of US internet users going online via desktop/laptop has significantly decreased since 2011, while the number of users going online exclusively through a mobile device has increased significantly. Furthermore, the vast majority are dual users, utilizing multiple platforms to go online.
According to Bill Stone, CEO of Digital Turbine, “As more devices gain connectivity – beyond desktop and smartphones, apps will become the platform by which personalization and potentially monetization can be achieved across different devices.” Digital Turbine’s app delivery platform, Ignite, is built to easily scale, crossing boundaries across devices and enabling developers, advertisers, and brands to further engage with their customers.
This trend is also reflective of a major shift in ad spend as advertisers are shifting their focus from TV to the digital marketplace. In fact, TV’s share of total ad spending will drop below one-third while total digital ad spending will increase 15.4% this year. Within digital, mobile ad spending is a leading sector with ad spend forecasted to grow 38% to $23 billion in 2016 according to a just released Advertising and Marketing Study by Outsell Inc.
“As consumers continue to increase engagement with mobile devices for daily activities and content consumption, marketers will further integrate all marketing activities – including advertising – to the mobile category,” said Martín Utreras of eMarketer.
The rise in the number and use of different connected devices, with the smartphone as a hub, will drive ongoing change in ad spend. Make sure your positioned to take part in the new ecosystem.