Global Ad Trends: Mobile's Tipping Point

James McDonald & Rob Clapp

This report summarises the latest research from WARC's Data platform, with a focus on investment and consumption trends within mobile advertising, in addition to ad performance, measurability and data privacy concerns. Key findings include:
  • Mobile adspend is set to top TV across key markets this year; almost 80% of mobile ad market value has been created in the last five years.
  • Mobile social and video remain the primary focus for advertisers, though viewability and accurate measurement of online ad performance and mobile ROI are major concerns.
  • Mobile will draw the majority of online time this year at 3:22 (h:mm) per day, up by more than two hours since 2012.
  • 5G will boost speeds and facilitate a 4x increase in data consumption, mostly for high quality video – 5G users are forecast to...

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