The global mobile advertising market will reach two important milestones in 2016, according to new figures from eMarketer: it will top $100 billion in spending and it will account for more than 50% of all digital ad expenditure for the first time

Mobile ad spending worldwide has seen the incredible growth in the passed few year: +430% since 2013! Furthermore, the forecast period from 2016 til 2019 will see the doubling of the figures: $101.37 billion to $195.55 billion to account for 70.1% of digital ad spend, as well as over one-quarter of total media ad spending globally.


This growth is mainly driven by consumer adoption of mobile devices. eMarketer estimates that in 2016 there will be more than 2 billion smartphone users worldwide, over one-quarter of whom will live in China alone. The emerging markets will also have an important role since for many consumers the only way to access internet is trough mobile device, so the leading local advertisers allocate their digital expenditure to mobile accordingly.


If we take a emarketer_ad_spend_2closer look at the leading markets,  the US and China will drive mobile ad spending growth. In 2016, US advertisers will spend $40.24 billion to reach consumers on tablets and mobile phones, more than doubling the total from 2014, while those in China will invest $22.14 billion—nearly triple the amount they spent in 2014; in both countries mobile will become a majority of digital ad spending. Furthermore, on the top 10 list we see UK, Japan, Germany, South Korea, Canada, Australia, France, and Netherlands. On the 11th place we have Italy that will reach $775 million in 2016, followed by Brazil that will nearly double the ad spend, from $549 million in 2015 to $1015 million in 2016.

Some of the global leaders, such as the UK, Japan and Germany will see a majority of digital ad spending on mobile devices in 2017 for the first time.

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