Marketers Including Mobile in Digital Advertising Budgets

Boosted by an economy in recovery from the recession and digitally engaged consumers expecting a seamless shopping experience across any device, anytime and anywhere, marketers are now adding mobile to their digital marketing mix — says a recent study by eMarketer. An independent market research company that provides insights and trends on digital marketing, eMarketer found that mobile made up more than 35 percent of overall digital ad budgets this year with the percentages varying slightly across various industries. Following are the percentages of the mobile ad budgets per industry surveyed from low to high:

  • 26.5 percent for healthcare and pharma
  • 33 percent for computing products and consumer electronics
  • 35.5 percent for travel
  • 33.5 percent for consumer packaged goods and other consumer products
  • 36.5 percent for media and entertainment
  • 35 percent for telecom and auto
  • 35.5 percent for financial services
  • 37 percent for retail

While mobile is starting to get the attention it needs and deserves, the majority of ad budgets per device still goes to supporting content delivered via desktop. Here is the breakdown of the desktop share of digital ad budgets across the same industries:

  • 73.5 percent for healthcare and pharma
  • 64.5 percent for computing products and consumer electronics
  • 64 percent for travel
  • 66.5 percent for consumer packaged goods and other consumer products
  • 63.5 percent for telecom
  • 65 percent for auto
  • 64.5 percent for financial services
  • 63 percent for retail

 Reference

MarketingCharts staff. “Mobile Share of Digital Advertising Budgets, by Industry.” 5/20/14.

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