Digital media time in the U.S. market has exploded recently – growing nearly 50 percent in the past two years, with more than three-fourths of that growth directly attributable to the mobile app. Mobile has grown so fast that it’s now the leading digital platform.
In 2015, total media consumption time in the UK is expected to reach 9 hours and 31 minutes, with digital media accounting for a 48.7% share. That being said, British digital media usage will increase to 51.5% next year.
In their latest Index, Ooyala said 44% of all video views in the second quarter of 2015 were on mobile devices, that’s an increase of 844% since the second quarter of 2012, and a compound annual growth rate that exceeds 110%.
Ad blocking has been around for a long time, but digital advertisers and publishers are seeing it as an increasing problem. Research suggests that a solid majority of internet users ages 18 to 34 are now blocking ads when they view digital media content.
Global ad spending will continue to grow, but more slowly than previously forecast by eMarketer. In 2015, total worldwide advertising spending will reach $569.65 billion. This figure has been adjusted downward from $577.79 forecast in March, due to lower-than-expected ad spending in Latin America, North America, and Western Europe.
Savvy marketers will increase spending on digital marketing services in 2016. “Marketing budgets are growing as buyers transition from traditional mass-media campaigns to tech-enabled, custom content that increases brand awareness and wallet share,” said Bozhidar Hristov
Business-to-business decision-makers are clear on who they trust, and who influences them, when thinking about what to buy for their firms. Word-of-mouth is a key driver, with business people looking to friends in the industry and other third-party experts ahead of traditional or digital marketing resources.