Data released by Google / Kelsey reveals that search will fall from 57 % of local - targeted mobile ad spend to 42 % in 2020 – becoming the only market segment to decline . Meanwhile mobile advertising is set to rise from 8.8 % this year to 17.1 % of local ad spend by 2020 . Although search still holds the largest share , most mobile use now resides within apps and BIA / Kelsey cites this as a significant factor behind the decline in search ad spend for local - targeted mobile advertising . Google 's search volume is currently built on web browser traffic , but it has been moving to put apps into apps , such as Google Now and the newly - launched Gboard . Google 's success with these ventures will be key to securing its position in mobile advertising .
Data released by BIA/Kelsey reveals that search will fall from 57% of local-targeted mobile ad spend to 42% in 2020 – becoming the only market segment to decline. Meanwhile mobile advertising is set to rise from 8.8% this year to 17.1% of local advertising spend by 2020. Although search still holds the largest share, most mobile use now happens within apps and BIA/Kelsey sees this as a significant factor behind the decline in search ad spend for local-targeted mobile advertising. Google's search volume is currently built on web browser traffic, but it has been moving to put search into apps, such as Google Now and the newly-released Gboard. Google's success with these ventures will be key to securing its position in mobile advertising.