“As consumers continue to increase engagement with mobile devices for daily activities and content consumption, marketers will further integrate all marketing activities—including advertising—to the mobile category,” said Utreras. Digital advertising spend is predicted to surpass spending on TV advertising next year, rising to $77.37bn (38.4% of total ad spending), compared to TV's expected $72.01bn (35.8%), according to eMarketer's ad spending forecast. The report also found that digital ads are becoming more effective at reaching consumers and increasing the value they receive from their purchases.
Digital advertising spend is predicted to surpass spending on TV advertising next year, rising to $77.37bn (38.4% of total ad spending), compared to TV's expected $72.01bn (35.8%), according to eMarketer's ad spending forecast. The report also found that digital ads are becoming more effective at reaching consumers and increasing the value they receive from their purchases.