Mobile ad revenue predicted to overtake newspapers in 2014 for the first time
Mobile advertising revenue is predicted to overtake newspaper ad revenue in the UK in 2014 for the first time, according to research from eMarketer.
Report: Figures from eMarketer suggest digital will continue to soar
The research firm has forecast an increase in mobile ad spend from £1.9m in 2013 to £2.3bn in 2014, while advertising in national and regional newspapers is expected to fall from £2.2bn last year to £2.1bn this year, representing a drop in market share from 15.3 per cent to 13.8 per cent. According to the report, UK advertising spend on newspapers is predicted to fall further to £1.9bn in 2017 (11.2 per cent market share).
In contrast, digital advertising spend overall is expected to reach £9bn and cover 53.8 per cent of the market by 2017.
TV advertising spend is expected to increase from £3.6bn to £3.7bn this year, although its market share is predicted to fall slightly from 25.6 per cent to 24.7 per cent. By 2017, TV ad spend is predicted to increase to £3.8bn but see its market share fall further to 22.5 per cent.
The research predicted that advertising spend in magazines, radio and outdoor media will all lose market share between now and 2017.