Mobile Ad Spend Around the World

Oct 07, 2016
By: Marissa Camilli

Growth in mobile advertising is fueled by mobile device adoption from consumers. Advertising follows eyeballs and it’s no different with mobile. Many countries are considered mobile first, meaning that individuals are more likely to invest in a smartphone or tablet than a desktop or laptop. This creates a rich avenue for advertisers looking to expand their reach through mobile.

What are the Leading Global Markets in Mobile Ad Spend?

The United States and China currently represent the largest share of mobile ad spend worldwide. In 2016, mobile ad spend in the US is expected to be $40.24 billion, doubling the total from 2014. In China, mobile ad spend will be $22.14 billion, nearly triple the spend from two years ago. The mobile advertising market is booming, and now is the time for marketers to make their move.

Where is mobile advertising spend trending?

Historically, TV has been the top area of spend in Australia. But this year, mobile ad spending is set to outpace TV. According to eMarketer forecasting analyst Shelleen Shum, “Australia boasts one of the highest smartphone and tablet penetration rates in the Asia-Pacific region and ad dollars have followed consumers’ eyes to mobile.”

Furthermore, UK mobile ad spend is surpassing desktop spend this year, rising 35 percent compared to 2015. 1 out of every 4 pounds will be designated to mobile advertising as mobile ad spend will make up 27 percent of media budgets in the UK.

eMarketer analyst, Bill Fisher stated, “Ad spend tends to follow eyeballs, to a degree, and with mobile time accounting for an ever greater proportion of the average UK consumer’s media day, it’s little wonder that mobile ad spend has hit this milestone and is driving the digital total.”

Globally, mobile ad spend is moving faster than projected. ZenithOptimedia expects global spend on mobile Internet advertising to be $99.3 billion in 2017, with a decline in desktop advertising for 2016, 2017 and 2018. Zenith expects China to spend more on new advertising than the US.

Future of mobile ad spending

While it’s easy to get lost in the growth numbers, the fact is that increased mobile spend will ultimately lead to more innovation. More innovation spawns more effective technology and features. Historically factors such as, format diversity, pricing variance, and lack of consensus surrounding performance metrics, discouraged brand advertisers from fully adopting mobile.

We’re incredibly fortunate to be part of the growth and innovation happening in the industry now. And as more advertising spend comes to mobile and as more brands discover mobile as platform to communicate, it’s only going to encourage more inspiration, new technology and smarter ways of doing things. That’s a positive change for the entire industry.

Marissa Camilli
By Marissa Camilli
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