In the midst of an important trend-identifying presentation at last week’s Integrated Marketing Week event in New York, an audience member tweeted that mobile will soon eclipse television in U.S. advertising spend.
I and most others disagree, given the scale that television brings even today (and for many tomorrows to come), plus a general reluctance from traditional marketers and media buyers to make a large bet on mobile so soon given issues of measurement, attribution and unproven (to some degree) return on investment.
However, several important stats were offered by a Google executive about YouTube. Among them:
- On mobile alone, YouTube reaches more 18-34 year olds than any cable network
- 50% of global viewership on YouTube comes via mobile. Plus, viewership is growing 50% year over year
- Millennials are 2 times more focused on video on mobile than online
- Over 500 years of video are shared every day on YouTube
The television ad spend for 2015 was forecast to be a leading 40% of the overall $187 billion, according to Strategy Analytics. Mobile advertising was projected to grow 20% this year to reach $7.4 billion.
For the first time, U.S. advertisers will spend more on mobile search than desktop search, according to eMarketer. Mobile is forecast to become dominant in 2016 and 2017, with the spend more than 2 to 1 two years from now.
Mobile usage during shopping trips in the U.S. drives $970 billion in brick-and-mortar sales: Deloitte.
More than 7 in 10 mobile ad dollars are spent in apps this year, per eMarketer.
Mobile ads boost physical store visits by 80 percent in first day of viewing: NinthDecimal.
I learned that TGI Friday’s ran an America's Next App contest. No, not a mobile app. An appetizer. Duh.
Mobile data usage is 16% more for Hispanics in the U.S. than non-Hispanics, Nielsen reports.
An average of 8,796 photos are uploaded to Snapchat every second.
The average iPhone user has 119 apps, according to Apple.
Some of Apple's first partners for its new News app: CNN, Condé Nast, ESPN, Hearst, The New York Times, Time Inc., and Bloomberg.
I see the value of Periscope but a view of letting people in to Apple’s WWDC developer conference in California? Who cares? Shots of the grass browning weren't available?
65% of the U.S. mobile population does not use their mobile device for banking activities: comScore.