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Digital Advertising: Market Opportunities and Forecast 2013-2018

Increased competition in the online advertising market to threaten Google's dominance of total ad revenue in 2014

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2014-03-19 00:40:02 - Digital Advertising: Market Opportunities and Forecast 2013-2018 - a new market research report on

The mobile market is also set to report significant growth in advertising spend with a new study from Emarketer estimating the mobile advertising spend increased from US$1.6 billion in 2011 to US$9.6 billion by the end of 2013. The desktop online advertising spend was estimated to be worth US$33 billion. Facebook and Google take around 50% of total online advertising expenditure although as more companies increase their presence in this sector, this share is expected to be eroded.

Traditional media and advertising is being heavily affected by the rapid development of the digital advertising market. The increased usage of tablets and handheld devices including smart phones including the adoption of social media platforms by consumers is driving fast changes in the



way marketers are advertising online. Marketing budgets are increasingly focused on online methods to target their customers.

In addition, the potential for the rapid development and adoption of wearable technology devices is set to present a totalling new marketing channel for companies to exploit over the next few years.

Digital advertising methods have made a substantial impact on traditional media and advertising in recent years. Advancement of technologies and consumer preferences, such as handheld device usage, social media, and online news, is driving marketers to choose digital media platforms. This is causing a huge dislocation for traditional media, which is particularly hard hitting to print and TV based advertising.

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