Digital advertising - additional information
In the digital era, when the market grows and changes in an incredibly fast pace, the advertising industry needs to adapt and match the speed of those transformations. Sources predict that the share of digital in total advertising spending will grow from 36.7 percent in 2016 to more than 42 percent in 2018. While the digital format is experiencing a growth, it needs to be noted that the advertising expenditures are being redirected from desktop to mobile advertising. Starting with 2015, which is expected to be the turning point for the shift in focus, and with digital ad spending on both channels more or less leveled that year, mobile expenditures are projected to grow by 129 percent and reach nearly 65.9 billion U.S. dollars in 2019. According to figures reporting the 2015 mobile advertising spending in the United States by industry, retail will be the one vertical to be most devoted to this marketing channel.
In terms of development potential, programmatic advertising is leading the way. Marketers are investing more and more money into this method. In the last quarter of 2014 alone, programmatic digital ad spend increased by 71 percent and outpaced other media spending by roughly 60 percent. It was estimated that, globally, marketing professionals spent 15.7 billion U.S. dollars on programmatic advertising in 2014. In regards to most popular ads bought programmatically in the United States, standard banners held the majority that year, but mobile ads followed closely, with approximately 60 percent of marketers and agencies, and 71 percent of publishers devoted to this type of advertising.