Spending on mobile will expand from its current 3.8% share of ad outlays globally to 15.2% by 2016, according to a projection by Sweden’s Berg Insight. Technical innovations including the spread of smartphones and development of HTML5 will spur mobile’s growth and help blur the digital distinction between online and mobile platforms.
5- Local Digital Ad Spending Revised Again
Ad spending in monthly magazines will see a 6.8% drop in the final quarter of this year versus the fourth quarter of 2010, with many publications seeing significant declines in advertisements in their November and December editions as marketers grow more cautious with their ad budgets in a down economy, according to data released by the Media Industry Newsletter, which keeps tabs on 152 monthly magazines.
Newspapers may be overtaken by online platforms as the leading spot for local ad dollars in 2013, according to a projection by Borrell Associates. Right now, digital accounts for 17.5% of local ad spending while newspapers hold 22.7%. But online growth of 18%, led by 66% growth in mobile ad spending, is expected to outpace growth across all media of 5% next year.