This year, mobile will surpass TV / Cable ad spending by more than $6 billion, according to eMarketer’s latest ad spending forecast. By 2020, the mobile channel will represent 43% of total media ad spending in the US—a greater percentage than all traditional media combined.
According to our estimates, mobile will account for $76.17 billion of US media ad spending in 2018. That’s more than TV / Cable ($69.87 billion)—and it’s significantly more than print ($18.74 billion), and radio ($14.41 billion). By the end of 2022, mobile ad spending is expected to more than double that of TV / Cable. The channel will make up $141.36 billion of US media ad spending, while TV / Cable will account for $68.13 billion. Part of that is driven, of course, by digital video growth coming from platforms like YouTube and Facebook.
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