EMarketer Report Sees Big Growth in Mobile, Digital Advertising | Adweek EMarketer Report Sees Big Growth in Mobile, Digital Advertising | Adweek
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Digital to Pass 25% of Global Media Spend for First Time

Growth in U.S. and U.K. is greatest

Marketers will continue to pour more money into mobile and digital this year.

According to a new report from eMarketer, spending on digital advertising globally will swell 16.7 percent this year to $140.15 billion, marking the first time digital will make up more than one-quarter of media spend.

Unsurprisingly, mobile is driving that growth. Marketing spend on smartphones and tablets will jump 84.7 percent this year to $32.71 billion. Due to the ramp-up of mobile-centric ad products from social media players like Facebook and Twitter, smartphones and tablets will account for one-quarter of all digital spending this year.

Overall global ad expenditures will reach $545 billion this year, up 5.7 percent year over year. That percentage doubled from last year’s 2.6 percent uptick.

In addition to the phenomenal growth of mobile and digital, eMarketer chalks up this year's bump to the World Cup and Olympics. The U.S. will rack up about one-third of global ad spend this year, with $180 billion.

The research company projected that digital media in 2018 will make up one-third of global ad spend, representing $200 billion. Mobile will continue to play the most prominent role in the U.S. and U.K. in the coming years, making up 70.4 percent of digital ad spend in the U.K. and 67.8 percent in the U.S. by 2018.

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