Mobile Ads Dominate Digital Advertising, Analyst Says

Mobile advertising, dominated by Facebook and Google, had $36.6 billion in revenue last year and made up 51 percent of digital advertising, emailed Roger Entner, analyst at Recon Analytics. Digital advertising for the first time was bigger than TV advertising, he said Wednesday. “What is hidden beneath the numbers is that mobile advertising is taking more than the entire growth of digital advertising,” Entner wrote. “Advertising is clearly going where Americans are spending more and more of their time and where most of the data traffic is being consumed. Advertising is also moving into the segments dominated by Google and Facebook, which are dominating mobile advertising to a much greater extent than the fixed internet.” Those companies increased their share of the digital ad market from 67 percent in 2015 to 71 percent in 2016, he said. Entner cited recently released numbers from the Interactive Advertising Bureau.