News Byte: Mobile Search Advertising to Steal $1.4 Billion From Desktop
Mobile advertising is on a course to top desktop.
Mobile search advertising grew 121% in 2013 against a mere 2.3% rise for desktop and is poised to siphon off another $1.4 billion in revenues from the older medium this year, according to a report released yesterday by eMarketer.
The researcher forecasts a 9.4% drop in ad revenues for desktop to $13.6 billion in 2014, while mobile search will increase 82.3% to a little over $9 billion. Mobile search spending will overtake desktop some time in 2016, according to eMarketer, which sees continuing declines on desktop and increases in the 30 to 40% range for mobile.Click here or on the image below for U.S. Digital Ad Spending Growth, by Channel, 2012 - 2018.
The sea change in search advertising can be followed by watching spending shifts at Google, according to eMarketer, which forecasts that the company's search ad revenues from desktop will fall by $770 million next year while its mobile search take will rise by $1.76 billion—a 10-point swing in share. Google's Enhanced Campaigns and Product Listing Ads both showed increased click share on mobile last year.
Overall ad spending in the mobile channel will increase 83% in 2014 and 46% in 2016, while desktop will see 2% decreases in both years, according to eMarketer.