US mobile ad spend to reach $52.8bn by 2017

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Digital ad spend is growing rapidly, soon surpassing TV for the first time, according to the latest figures from eMarketer. US digital ad spend is projected to reach $77.4bn in 2017, or 38.4% of total ad spend, compared to $72bn or 35.8% for TV ads.

Total media ad spend

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Source: emarketer.com

eMarketer says it has lowered (2.5%) projections for TV ad spending since its last report (4.5%). It predicts TV ad spend to grow at an average rate of 2% a year, falling to just 32% by 2020.

Martín Utreras, Senior Forecasting Analyst, eMarketer, says:

“We still expect positive growth for TV ad spend, driven by political advertising and the summer Olympics. However, we see more ad dollars flowing to digital as a way of optimizing spending in what may be a challenging economic year.”

Meanwhile, mobile will represent 63.4% of all digital ad spend in the US, or $52.8bn by 2017. Digital video on mobile is increasing at an average rate of $1bn per year to $5.4bn next year.

Mobile ad spend continues rapid growth

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Source: emarketer.com

Utreras adds:

“As consumers continue to increase engagement with mobile devices for daily activities and content consumption, marketers will further integrate all marketing activities – including advertising – to the mobile category.”