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Ad Spend on the Rise

Posted Oct 23, 2018

With 2019 soon approaching, marketers are keeping an eye out on emerging trends and new ways to reach their intended audience. Places to invest, areas to avoid, up-and-coming technologies – they’re all things to consider.

According to eMarketer, digital ad spend in the U.S. will exceed traditional media in 2019. Currently, about $111 billion is being spent on digital ads and by next year, this number will jump to $132 billion – that’s almost $24 billion over traditional media ad spend!

So where exactly is this money being spent? Search and display to be exact. Search ad spend is projected to grow by $2.68 billion, and this growth can be accredited to, who else, Google, which makes up 71% of the U.S. search ad market. As for display, spending will grow by over $10 billion next year, reaching $67.87 billion spent on that ad format alone.

But what’s something you won’t be able to ignore? One word: mobile. By 2020, mobile ad spend is set to exceed that of all traditional media combined. That means marketers will be putting more of their ad dollars into mobile than TV, radio, print, out-of-home, and directories all combined.

Mobile ad spend, which is currently at $76.17 billion, will increase to $113.21 billion in just a couple of years. Today, almost 95% of the money put towards social video ads is on mobile, while only 5% remains on desktop and laptop. Now that’s something worth noting. Video ad spend in general is expanding, not just on social but on streaming platforms like Hulu.

So what does this mean for marketers in 2019 and beyond? If you haven’t already been doing so, it’s time to pay attention to mobile and video. It’s still important to maintain your reach in other areas like search, social, and display. What’s key is finding the right balance that works for your company and helps your brand achieve more awareness, all while staying on top of the trends.

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