Mobile advertising spending will reach $ 18 billion in 2014, according to an estimate made by Gartner. It would be a rise from last year’s US $ 13.1 billion, but not as positive as what the consultancy expects for the coming years.
It is expected that in 2017 this market will have grown to US $ 41.9 billion, in part thanks to videos, a format that will have the highest growth rate – although display advertising remains responsible for the largest slice of revenue.
According to Stephanie Baghdassarian, director of research at Gartner, in the coming years the evolution of expenses should decrease, as the space offer grows faster than the demand from advertisers. But the improvement in market conditions – consolidation of the supplier, standardization of measurement methods and new segmentation technologies – will give the necessary boost.
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