What’s Happening:

Mobile is currently the second-largest advertising medium in the world, just behind television. However, if the current growth rates of mobile ads continued, mobile will overtake TV this year. The Marketer’s Toolkit from WARC surveyed 800 senior marketing and advertising professionals, with 71% reporting that they expect a rise in their mobile budgets in 2019, most of which will be going towards platforms owned by Google and Facebook.

Why it Matters

80% of mobile ad market value has been created in the last five years, with a rapid increase in advertiser investment driven by the sharp rise in daily mobile internet consumption worldwide. Key growth markets in mobile usage are helping to push mobile advertising to take over TV: India, China, Indonesia, Pakistan and Nigeria are expected to account for half of all growth in mobile users.

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