Dive Brief:

• The latest report from BI Intelligence, mobile was named as the fastest growing ad channel, with mobile search expected to take over desktop search revenue in 2019.
• Also from the report, digital video ad spending is growing more quickly than search and display ad spending.
• Mobile display ads should surpass desktop display spending in 2017.

Dive Insight:

Mobile marketing is a rapidly rising channel, and the latest report from BI Intelligence, The U.S. Digital Media Ad Spend Report, illustrates this trend. According to the report mobile will be the fastest growing ad channel, and will actually help lift digital ad spending overall. Mobile search will take over desktop search ad revenue in 2019, and mobile display will pass desktop even sooner in 2017. The report also pointed out that digital video ad spending is the fastest-growing category, outpacing search and display ad spending.

While digital ad spending, traditional channels are expected to remain flat through 2020 seeing a small 0.4% growth, digital spending overall is expected to grow at 11% over the same time frame.

BI Intelligence explained the report’s findings, “Dollars are increasingly flowing from traditional ads to digital, as strong growth in mobile, video, and social spending continue to change the face of the US media market. Over the next five years, marketers will especially embrace mobile.”