eMarketer has revised their ad spend forecasting for the US market in 2015. Their new predictions say that mobile ad growth will go up by 59% this year. While this is only minor news since it was already predicted to grow significantly, it does have some wider implications. Specifically, this growth rate has mobile pulling in 51.9% of the total US digital ad spend for 2015.
For the first time ever, mobile is predicted to account for more total ad spend than desktop for the year.
eMarkter’s analyst, Martin Utreras said of this news, “Brands and marketers continue to see increased value in mobile advertising to reach consumers. Some of the shift is happening organically from digital ad spending dollars, but we also see additional dollars moving from traditional media and new money coming from local advertising and small businesses.”
Mobile’s growth was already expected to surpass desktop, but up until now eMarketer did not think it would happen until 2016 at least. The shift is moving quite rapidly for many reasons, not the lease of which is that US adults are spending more and more time on their mobile devices rather than desktops.
The predictions for 2015 also found that display ads will still account for the largest total share, capturing 51.1% or $15.55 billion. Video is growing rapidly, but still only accounting for about $2.78 billion.
Overall, the new report from eMarketer is positive news for anyone within the digital ad industry and especially good for those focused on mobile.
