The success of mobile devices has generated negative impacts in some markets that operate on the traditional web. One is search, where advertising spending has been declining over the years, which will see a 9.4% decline in the United States in 2014, according to eMarketer.
This is equivalent to a loss of US $ 1.4 billion, which will cause investments to be US $ 13.57 billion.
In 2013, the sector had already experienced a drop of 0.8%, and in the coming years this will only get worse. In 2015, the drop will also be 9.4%, but in 2016 it will jump to 14.1%; in 2017, 20.7%; in 2018, 33.1%.
This decline has brought down the revenue of those who work with the traditional web. Spending on desktop ads will drop 2.4% in 2014, 2.1% in 2015, 5% in 2016, 7.1% in 2017 and 10.6% in 2018.
On the other hand, bets on the mobile internet do not stop growing, even if this market has a deceleration ahead. In 2012, mobile advertising spending grew 201.7%, but dropped to 120.8% last year.
This does not mean that the sector is bad. This year, an increase of 82.3% is expected, totaling US $ 9.02 billion; in 2015 the increase was 43.7%; in 2016, 33.4% ;, in 2017, 25.2% ;, in 2018, 22.2%.
The mobile market, in general, will also experience a slowdown in growth, but will only see positive numbers in the coming years. This year advertising investments will rise 83%, down from 23% growth in 2018.