Mobile advertising is continuing to grow, but it’s doing so at the cost of desktop ad spending, according to a new study.
While research firm eMarketer predicts U.S. digital ad spending to grow 14% this year and reach $41.9 billion, much of that incremental growth ($7.7 billion) will be driven by spending on mobile, not desktop, ads. In fact, spending on desktop ads is expected to decrease after it hits its peak in 2014.
Desktop ad spend will reach its pinnacle in 2014 at $35.39 billion, after which it will steadily decline to $35.26 billion in 2015, $34.4 billion in 2016 and $32.51 in 2017, eMarketer projects.
Source: Advertising Age