Was 2013 finally the mammoth year for mobile advertising that the industry has been waiting for?
According to a report from eMarketer, mobile advertising had a remarkable run in 2013, one in which spending will reportedly reach $9.6 billion.
But eMarketer estimates that the resounding majority of all digital-advertising growth this year came directly from mobile.
“Mobile-ad spending, in fact, will more than double in 2013,” AdAge reports, citing eMarketer’s data, “compared to an anemic 1.7% rise for desktop-ad spending. With digital-ad spending as a whole set to grow 15.7% this year, mobile is clearly the driver.”
So what’s changed? First, mobile is starting to overtake laptop and PC usage. An August eMarketer report found that U.S. adults are spending 19.4% of their time on mobile devices, compared with 19.2% on laptops and PCs. Secondly, advances in infrastructure have helped.
“Many advertisers weren’t ready in 2011 or 2012 to make big mobile-ad buys,” explains eMarketer VP Clark Fredricksen. “The infrastructure wasn’t necessarily there — poor mobile web and app experiences were rampant, particularly among retailers. But that’s changed as more brands and retailers invested heavily in smartphone and tablet experiences this past year.”