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Mobile ad spend poised to surpass print




dMNjxzeMarketer says US total media ad spend should hit $180.12 billion dollars this year which is a 5% growth over last year. 5% doesn’t sound like a lot but it’s the biggest growth percentage we’ve seen since 2004.

That’s a nice vote of confidence in the economy – because we wouldn’t be spending on advertising if consumers weren’t spending in general. We’re also headed into what could be another, record buying season beginning with Back-to-School in just a few weeks and then it’s all toboggan time straight on to Christmas Day.

What’s even more amazing, but totally expected, mobile is about to become the third largest advertising option, beating out newspapers, magazines and radio.

emarketer total spend2014 will be a close call but if things keep going the way they’re going, mobile is likely to beat the combined print total by 2016.

TV still rules but that’s mostly because of the high cost of advertising during your favorite shows. (Imagine what Game of Thrones could charge for an ad if it was on network TV. . . then again, if it was on network TV, it wouldn’t be Game of Thrones.)

A big reason for the shift is that people are spending almost as much time with their mobile devices per day as they spend watching TV.

According to eMarketer’s latest estimates, US adults will spend an average of 2 hours 51 minutes per day with mobile devices this year.

The average person watches 4 hours and 28 minutes of TV everyday. Trouble is, the average marketer can’t advertise on TV but everyone can advertise on the internet and on mobile. When you look at the number of companies who advertise digitally vs the number that advertise on TV – well, it can’t even be close.

So who’s getting all those online marketing dollars? Google, of course. 10.6% of digital revenue and climbing. Facebook is also climbing, beating out Yahoo for the first time last year. Twitter only gets .04% but their number is growing and that’s better than going the other way, any day.

YouTube makesIn a related story, TubeFilter posted an interesting infographic about the ad revenue on YouTube. When you add up all the numbers you end up with this: YouTube makes $10,654.49 every minute! I get a very small slice with my little YouTube channels but seriously, I want a bigger piece of that.

That’s it for this week. You go have a great Fourth of July and I’m going to go figure out what I can do to get 10,000 subscribers on YouTube. Be safe and I’ll see you back here next week.