For many years IAB ad spend statistics showed that there was a gulf between the time consumers spend online, against Internet advertising investment to reach and persuade these consumers.
These latest stats comparing ad spend vs time spent in media for traditional and digital media shows that in 'digitally mature' markets such as the US, this is no longer the case.
We can see that the percent of Internet ad spend (23%) is now greater than time spent (22%). Yet if we drill down to look at the ever-increasing time spent using mobile devices to consume media a very different picture emerges with just 12% of Internet ad spend on mobile compared to 25% of Internet media consumption on mobile.
So, there is a clear takeaway question from this research - are you spending sufficiently on mobile Internet advertising? This research suggests many businesses may be missing the opportunity to reach and influence their audience using mobile advertising. Given the popularity of social media and email apps on smartphones these are opportunities as well as more traditional advertising on ad networks of publisher sites.
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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