It wasn’t too long ago that desktop accounted for the majority of digital ad spend. However, its 60% hold slipped last year to 47.6%. This was caused by overall desktop ad spend falling 9.4% while mobile advertising soared 59% during the same period.
Diving deeper into the data included in eMarketer’s recent report, we see that while desktop ad spend will continue to decline through 2017 before rebounding slightly, mobile ad spend is projected to more than double in the coming years with a 27.9% CAGR.
Based on these figures, mobile will account for 69.9% of all digital ad spend by 2019. While such a growth rate is impressive, it also makes sense. After all, a vast majority of B2B marketing executives cite mobile as an effective format for building brand awareness and are 12 times more likely to turn to mobile for building customer loyalty than traditional search marketing.
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