By 2018, one out of every four digital advertising dollars will be spent on mobile.
So says independent market research company eMarketer, which predicts that this year alone, advertisers in Canada will boost spending on ads served to phones, tablets and other internet-connected mobile devices by more than 70%.
This includes banners and text links, classifieds, embedded ads in e-mails, search sponsorships and video, but excludes messaging-related ads. Mobile is expected to grow from 14.6% of all Canadian digital ad spending ($326.5 million) to 28.4% (more than $2 billion) by 2018.
Mobile spending is growing faster than digital advertising as a whole. While eMarketer projects digital will this year surpass 25% of Canadian marketers’ total spend on paid media placements, by 2018, that share will have only increased to about 31%.
This forecast is based on worldwide and local trends in the economy, technology and population, along with company-, product-, country- and demographic-specific trends, and trends in specific consumer behaviors. eMarketer analyzed quantitative and qualitative data from research firms, government agencies, media outlets and company reports.
