Summits Yellow

Mobile has become the second-largest ad medium behind TV

Tyrone Stewart

Woman on phoneMobile is now the second-largest ad medium by spend in the world, after overtaking desktop internet for first time this year.

According to marketing intelligence firm Warc, mobile ad spend is expected to grow 35.2 per cent year-on-year to reach $98.3bn in 2017, representing 23 per cent of global spend. 51 per cent of total mobile expenditure is estimated to be spent on search – while display accounts for 45 per cent, and classified and other spend four per cent.

The largest markets for the year are the US, China, and the UK. TV is expected to remain the world’s largest ad medium this year, as well as the next, reaching $139bn in spend.

Looking at online advertising as a whole, Facebook and Google will account for 61 per cent of expenditure in 2017, up from 58 per cent last, as the strength of their duopoly grows. Furthermore, their anticipated combined revenue of $133bn will equate to a quarter of global ad spend this year.

“Daily mobile time has more than doubled over the last five years - from 1hr 17mins in 2012 to 3hrs 2mins in 2017 - and our research demonstrates how marketers are looking to capitalise on this by investing more in social, video and native mobile formats over the coming years,” said James McDonald, data editor at Warc. “Much of this influx has been to the benefit of the duopoly - Facebook and Google - where one in four dollars of global advertising is now spent.”