Desktop ad spending will peak in 2014 at $35.39 billion — up from this year's projected total of $34.29 billion — but then begin a steady decline, eMarketer predicts in a new report.
Why? The main reason is the runaway growth of smartphones and tablets at a time when desktop sales are stagnating.
“The growth of mobile advertising is slowing spending directed toward desktop ad formats faster than expected,” says Clark Fredricksen, a researcher at eMarketer.
Mobile search advertising is expected to grow 76% this year, and 52% next year, while mobile banner advertising is expected to grow 100% this year, and 54% in 2014.
eMarketer expects mobile video ad spending to continue to grow at triple-digit rates this year, with banners, rich media and other display ads predicted to rise 78.3% compared to search's 76.4%.