Wel­come to the multi-screen world

ArabAd - - STUDY -

The global mobile ad­ver­tis­ing mar­ket will hit two sig­nif­i­cant mile­stones in 2016, ac­cord­ing to new fig­ures from emar­keter, surpassing $100 bil­lion in spend­ing and ac­count­ing for more than 50% of all dig­i­tal ad ex­pen­di­ture for the first time. The $101.37 bil­lion to be spent on ads served to mobile phones and tablets world­wide next year rep­re­sents a nearly 430% in­crease from 2013. Be­tween 2016 and 2019, the last year in emar­keter’s fore­cast pe­riod, mobile ad spend­ing is set to nearly dou­ble, hit­ting $195.55 bil­lion to ac­count for 70.1% of dig­i­tal ad spend as well as over one-quar­ter of to­tal me­dia ad spend­ing glob­ally. Not sur­pris­ingly, growth in mobile ad spend­ing is be­ing driven by con­sumer adop­tion of mobile de­vices. Next year, emar­keter es­ti­mates, there will be more than two bil­lion smart­phone users world­wide, over one-quar­ter of whom will live in China alone. Es­pe­cially there and in other emerg­ing and de­vel­op­ing mar­kets, many con­sumers are ac­cess­ing the In­ter­net mobile-first and mo­bileonly, so lead­ing ad­ver­tis­ers al­lo­cate their dig­i­tal ex­pen­di­ture to mobile ac­cord­ingly. The num­ber of tablet users world­wide, while grow­ing more slowly than the smart­phone au­di­ence, is still ex­pected to eclipse one bil­lion in 2015. The pro­lif­er­a­tion of th­ese mobile de­vices across the world is driv­ing the shift in ad­ver­tis­ing from the desk­top to reach th­ese un­teth­ered, al­ways-on con­sumers.

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