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DIGITAL ADSPEND

Mobile’s share of digital adspend could grow to 70% in four years

By our News Team | 2022

Desktop’s share of digital adspend may become negligible over the next decade, as consumers increasingly use mobile technology to access the internet.

For marketers, the digital world is increasingly going mobile, which is evident in the advertising projections for the next few years. According to figures presented by a StockApps.com analysis, mobile’s share of digital advertising spending is expected to grow up to 70% in 2026. 

In 2021, the percentage of mobile ad spending, versus desktop, was 60%.  Looking back to 2017, mobile’s percentage of adspend stood at just 44%.

Thus, over the course of the nine years, mobile’s share of adspend is expected to grow by 59%, versus that of desktop-based digital ads.

In a blog post published on the StockApps website, Vyom Chaudhary, an editor at the company, says the estimates are that the share of mobile ads will increase by approximately 2% every year for the next five years.

Digital Adspend

Photo by Darlene Alderson from Pexels

Annual growth rate of digital adspend will slow

In 2018, the annual rate of growth of ad spending on mobile platforms was 11%. It fell to 9% in 2019 and further to 7% in 2020, Chaudhary explains. From 2021 onwards, the annual growth rate is expected to hover around 3 to 4%. 

In the case of desktop-based adspend, the annual growth rate was at minus 9% in 2018, and it is expected to hover around minus 5-6% in the next five years.

“Even though the growth rate of mobile ads is expected to slow down in the coming years, it is evident that the digital ad industry is headed in only one direction: mobile,” notes Chaudhary.

“In the last few years, mobile phones and devices have become the preferred choice for users to access the internet. It’s hard to predict the technology in 2026 perfectly, but one thing is certain: that we are growing more and more mobile. 

“Hence, it wouldn’t be a surprise to see desktop ad share become negligent over the next decade.”

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.