US digital ad spending in 2016 is forecasted to grow up to $32.17 billion which is a 23% increase as compared to the year 2015. Spend on rich media and video will see a rise of 36.4% and 28.5%, respectively. Rich media’s growth will be driven by growing adoption of “out-stream” and in-feed video ad formats, while video will grow due to publishers looking to capitalize on high-demand, high-value in-stream video ad inventory. (Source: eMarketer)
The growth of digital advertising, are predicted based on the growth in mobile advertising. For the first time in 2015, ad spend was more on mobile devices than desktop. As everyone spends more time on mobile, with three hours and eight minutes spent per US adult daily this year, this trend will grow. The percentage spend on mobile is forecasted by eMarketer to grow to 63% this year, 70% (or $65B) by 2019. When we look at mobile advertising, the growth of Facebook, Twitter, and Instagram are the largest factors. Facebook is predicted to reach $6.3 billion in mobile revenue in 2016, more than 3x the mobile ad revenue of Google.
The demand for programmatic ads across multiple platforms including desktop, mobile apps, and mobile web is surging. It is becoming critically important for advertisers to engage with their customers across multiple channels. Advertisers are leveraging Facebook, Twitter, and other social media sites to align advertising to the behavioural targeted data to reach out to specific consumers. In 2014, 5.6 billion of display advertising was purchased programmatically/ technology platform and an API. In 2016, 67% of all display ads will be purchased programmatically. Mobile programmatic ad revenue will reach $9.3 billion this year according to eMarketer.