The decades of dominance experienced by print and television advertising were an anomaly- particularly among newspapers and magazines– that no other medium will likely experience in our time. Digital advertising finally unseated print in collective, US ad spending in 2012, with television remaining as top dog in ad revenue.
But if you blink, you might miss digital’s time at the top. As the desktop computer became the top destination for advertising content (behind television) in the early part of this decade, advertising quickly followed audience to digital mobile as social media’s rise became a fixture in our daily lives and use of smartphones became habitual.
Will Mobile soon be the new #2?
In 2013, global mobile ad spending increased 105% to nearly $18 billion worldwide, according to both Garnter and eMarketer. This year, mobile advertising is on pace for a significant leap to 75% (or $31 billion) which accounts for nearly one-quarter of digital ad spending worldwide.
Leading the aggressive rise in mobile advertising is Facebook, which has seen its global advertising market jump from 5.4% in 2012 to 17.5% in 2013. eMarketer predicts Facebook will continue to rise to nearly 22%, though Google still reigns supreme with 50% of the market in 2013. It is predicted that Facebook (and likely Twitter) will subtract from Google this year by up to 5%. (eMarketer)
Advertising continues to follow audiences to the mobile web, fueled by the explosion of Facebook and Twitter’s ad platforms.
The Social-Mobile Connection
Over the past few years, Internet usage has begun to shift from the web-based desktop or laptop computer to smartphones and tablets, increasing the need for social networks to adapt to mobile. Of course, advertisers have been quick to follow the audience’s move to mobile, which has been welcomed by Twitter, Google and Facebook creating very slick and user-friendly mobile ad platforms.
While it took decades of dominance in print advertising to finally be replaced by the desktop web, the move to the mobile web is occurring at a hyper accelerated pace.
Some quick stats:
- Today, 77% of Facebook’s total monthly users and 74% of its daily users access the social network from a mobile device. (Facebook)
- Twitter claims that 60% of its users access via mobile. (Twitter)
- Additionally, advertisers are responding to the duration of each user’s time spent on the app versus the website: according to Nielsen’s new U.S. Digital Consumer Report, the average Twitter mobile user uses the smartphone app for a little more than three hours per month, as opposed to desktop users, who spend 36 minutes on the platform per month.
Mobile Benefits from Opt-in Advertising
Mobile advertising not only reaches us on a personal, private level via our phones – but also caters to our needs. Advertisers love it because available social data allows them to better target their audience through social profiles and behaviors, with the added benefit of enlisting “fans” to share content across social media at no additional cost to the advertiser. Additionally, consumers aren’t spammed by the ads; rather, they allow the ads into their lives through “likes” that indicate a more powerful brand relationship between consumer and company.