2014 definitely saw an explosion of mobile ad spend. In the coming year, more and more advertisers are expected to push money towards mobile in a way that we’ve never seen before. The big question, then, is where is this money going to be coming from?
According to a recent study (expounded on here courtesy of eMarketer) the mobile budget is going to take away from the budgets of print, television, and digital display advertising.
While it makes sense that print and television might see their budgets cut, many people are surprised to see that digital display will have to give up some funds in order to fund mobile ads, too. Digital advertising has been king over the last five years, and with computers only becoming more prevalent, most advertisers assumed that it would remain king.
Consumers are actually starting to prefer mobile devices like smartphones and tablets over their large computers, with tablets leading the way when it comes to engagement. This means that advertisers who are looking to engage with consumers and improve return on investment, stealing some budget from other advertising methods and funneling it towards mobile is only practical and necessary.