Zenith Finds Mobile Advertising Up Almost 20% From 2017

Report Shows The Growth Of Mobile Advertising

Mobile advertising will account for 30.5% of global advertising expenditure in 2020, up from 19.2% in 2017, according to ZENITH’s Advertising Expenditure Forecasts. Expenditure on mobile advertising will total $187 billion in 2020, more than twice the $88 billion spent on desktop advertising, and just $5 billion behind the $192 billion spent on television advertising. At the current rate of growth mobile advertising will comfortably overtake television in 2021.

As internet users switch from desktop to mobile devices – and new users go straight to mobile – online advertising is making the same switch. Advertising on mobile devices is rising at a meteoric rate, and is taking market share from all most other media. Mobile adspend grew 35% in 2017, and we expect it to grow at an average rate of 21% a year to 2020.

However, according to TOUCHPOINTS ROI Tracker, television ads are most effective at driving recall among potential customers, while mobile ads are least effective. Radio wasn't specifically mentioned. 

Potential customers are 53% as likely to recall television ads as existing customers, but for mobile ads this falls to 41%. Targeting mobile ads at existing customers can certainly help brands achieve short-term performance targets, especially because mobile is increasingly tying together the whole consumer journey. However, mobile is currently less effective at creating long-term awareness among potential customers than traditional media - including radio - so brands with a heavy mobile presence should consider investing more in traditional mass media to compensate for this.

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