Advertising wasn’t a major focus of Mary Meeker’s Internet Trends report this year, but the well-known internet analyst pointed out several interesting developments that affect the sector. Here we lay out some of the opportunities and challenges that lie ahead for the digital advertising ecosystem.
The time we spend on our connected devices keeps rising. Daily digital media usage among adults now comes in at 5.9 hours, and the majority of that time is spent on mobile devices. We’re hooked. In fact, mobile is the only medium that users increased time with compared to the previous year.
And yet with all the innovation in experience, formats and measurement, marketers are still under-allocating ad dollars to mobile in relation to time spent. Users spend 29 percent of their media time on mobile, while advertisers only allocate 26 percent of budgets to mobile.
That gap has shrunk in the past few years, ago, but Meeker suggests there is still a $7 billion opportunity for mobile media spend. That also means mobile ads continue to come at a relative discount. Print, TV and desktop ad spend all remain over-indexed in relation to time spent.
What’s missing from the chart above? Voice devices. The number of devices installed in homes skyrocketed in 2017. And where scale goes, ad dollars follow.
From goods and services to sell to apps/skills to develop, voice devices offer a new frontier for advertisers and marketers — and an opportunity to get the balance right and learn from
Read more here: https://marketingland.com/digital-advertisings-opportunities-threats-from-mary-meekers-internet-trends-report-241264