According to new figures presented by eMarketer, the global market for mobile advertising will reach record amounts of investment for 2016. For example, it is estimated that this year over $100 billion dollars will be invested, which represents over 50% of all digital advertising investment.
This corresponds to an increase of over 430% since 2013 and is expected to double to almost $200 billion between 2016 and 2019. This figure would amount to a quarter of all spending on advertising that is done worldwide.
By 2018 it is expected that US companies continue to invest increasingly in mobile advertising. China comes second. For example, it is estimated that investment in mobile advertising in the US reached more than $40 billion dollars in 2016 and that China will increase to $22 billion dollars in the same period.
Other countries where large investments are seen in mobile advertising include the UK, Japan and Germany. In 2018, the UK will see $11 billion dollars in investment in mobile advertising. Japan will have invested over $7 billion dollars and Germany over $5 billion dollars.
However, the report by eMarketer said that most of the investment in mobile digital advertising will not come until 2017.
Although the top five countries that are investing in mobile digital advertising will remain the same in 2018, there will be an increase in the budget for this segment in Canada and Australia, which will pass South Korea in the top ten. In addition, Brazil is destined to become the ninth investor with over $2.7 billion dollars.