The digital world has grown significantly in recent years and with it, the possibilities for marketers who have before them a huge range of channels through which to reach consumers have also increased.
The speed at which technology advances and the sector changes often leaves us no time to analyse the situation. Therefore, we offer you an overview of the current panorama in digital advertising thanks to some key data collected by Digiday.
Mobile impressions and clicks are the main growth drivers for digital advertising, while social video grew spectacularly in the United States last year.
Additionally, Snapchat will experience the largest revenue bolivia phone number growth in the US between 2016 and 2019, compared to Google, Amazon and Facebook, although Google and Facebook will continue to hold the largest share of the mobile advertising market.
And this device will be the main driver of programmatic advertising growth in 2018.
Digiday also offers some key figures on the future of digital marketing, such as:
According to Zenith Media, 71% of internet consumption will be done via mobile in 2017.
The mobile advertising market was worth $80 billion in 2016 and is expected to grow 31% this year , according to Magna Global.
In 2021, the global mobile advertising market is expected to reach $215 billion, accounting for 72% of total digital budgets.
The social video market in 2016 reached $2.1 billion and experienced 140% year-on-year growth with Snapchat reaching $770 million in revenue this year, up 158% from last year and expected to continue growing by 66% and 73% in 2018 and 2019 respectively.
Google , meanwhile, continues to dominate the US mobile market with $18.9 billion, followed by Facebook with $14.4 billion and Yahoo with $1.3 billion.
Likewise, investment in mobile programmatic is expected to grow by 34% in 2017, going from $18 billion last year to $24 billion.
In fact, by the end of 2017, mobile is expected to account for 75% of the programmatic display advertising market, according to eMarketer.
These data set the direction for agencies for which social video is a major driver in the growth of mobile advertising thanks to platforms such as Facebook, Snapchat and Periscope that have established the vertical format increasingly adopted by publishers.
However, there are still many challenges ahead, such as finding the best method to monetize live streaming or creating videos of just 10 seconds, a considerable reduction from the 30 or 45 seconds of traditional spots.
But Snapchat, despite being one of the most attractive platforms for advertisers, as it has the most desired audience among its users, has numerous barriers to entry such as measurement or high price.
Mobile is also an area that is still untapped by marketers who find it difficult to take full advantage of its potential. In fact, many still offer poor experiences through the mobile web or their apps and have enormous difficulties in dealing with new formats, multi-platform measurement or attribution.