TREND WATCH: Desktop vs. Mobile Ad Spending, Facebook Hashtags, Tablet Users
The Future of Desktop and Mobile Ad Spending
eMarketer estimates US digital ad spending will reach $41.9 billion this year, up 14% from 2012. Of that amount, $7.7 billion will go toward mobile ads. Based on eMarketer’s current forecast, desktop ad spending will peak in 2014 at $35.39 billion, up from this year’s projected total of $34.29 billion.
However, while that is happening mobile advertising will grow. Mobile banner advertising is expected to grow 100% this year and 54% next year. That equates to nearly a $1 billion increase in mobile banner spending. Mobile video ad spending will continue to grow at triple-digit rates this year, with banners, rich media and other display ads predicted to rise 78.3%.
Facebook Announces Searchable Hashtags
Wednesday, June 12th Facebook announced they will be launching the ability to follow conversations via searchable hashtags. Similar to other social networks, hashtags on Facebook will allow you to post or indicate that something is a part of a larger discussion. When you click on a hashtag on Facebook, you’ll see a feed of what other people say and Pages are saying about the event or topic. Users will be able to control the audience for their posts.
To emphasize the scale of the conversation, Facebook notes that between 88 million and 100 million Americans are using the social network during primetime television hours. Game of Thrones’ Red Wedding last week was mentioned 1.5 million times, while there were 66.5 million interactions around this year’s Oscars.
- By the end of the year, there are expected to be 63.5 million men vs. 59.6 million women using tablets at least once a month. By 2015, eMarketer predicts there will be more women tablet users than men.
- In 2011, there were 7.4 million US tablet users ages 35 to 44, compared to 4 million users ages 18 to 24. This year, there will be 25.4 million tablet users ages 35 to 44 and 15.8 million tablet users ages 18 to 24.
- In 2011, there were 23.2 million US mobile shoppers using tablets. By the end of this year, that number will jump to 94.2 million – accounting for almost one-third of the total US population.
- Mobile shoppers using tablets will total 146 million or 91% of all tablet users by 2017, represending nearly seven out of 10 digital shoppers.
- 40% of people who own a smartphone or tablet are using social networks while watching TV.
- 95% of social-media conversation around TV takes place on Twitter.
- Twitter technology allows it to build graphs useful for advertisers through its monitoring of 121 channels. It can track which shows the ads run in and then provide information the information on Twitter activity around the shows – perhaps offering some insight into engagement and influencing media strategy.
- In September, Nielsen will launch its Twitter TV Ratings that will track Twitter conversations.