Publicis Groupe Africa appoints Jarred Trembath to lead Influential
He brings extensive professional experience spanning media strategy, activation and content management to new role.
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.
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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