Mobile ad spending, smart speaker adoption, and augmented reality are among six digital trends on a watch list compiled by eMarketer.
Here is eMarketer’s take on six trends that retailers need to understand now:
1. Mobile Eats the World
Mobile, at $75 billion, will capture 33.9% of total US media ad spending this year, surpassing TV for the first time. By 2022, mobile’s share will climb to 47.9%.
TV will capture 31.6% of total U.S. media ad spending in 2018. TV ad spending will drop 0.5% to $69.87 billion. By 2022, TV’s share will slip to 24.8%. Nearly 70% of digital advertising will go to mobile formats.
2. Alexa, Are Voice Assistants the Next Big Thing?
Stronger-than-expected adoption of smart speakers this year means the number of U.S. adult smart speaker users, 61.1 million, will surpass that of wearable users, 50.1 million, for the first time.
Additionally, smart speakers are changing how consumers find and buy products — 17.2 million consumers, which is 28.2% of smart speaker users, will purchase a product through voice this year, nearly two times the 8.6 million in 2017.
3. Digital Video's Ad Share Is Accelerating
The growth rate of U.S. digital video ad spending is faster than previously anticipated, reaching $29.61 billion in 2022. Traditional (linear) TV ad spending will follow a downward trend after 2020, dipping to $68.13 billion in 2022.
4. Augmented Reality Breaks Out
The global AR market will be worth more than $165 billion in 2024. And 58.8 million people in the U.S. will use AR by 2019. That’s 17.7% of the population.
5. The Promise of Personalization
Marketers are striving for greater, more sophisticated personalization through consumer experiences and messaging. Why? Deeper connection. Greater relevance. Stronger loyalty. But only a third of senior decision makers believe their companies are successful at personalizing customer experiences.
6. Trust in Digital, Brand Safety at a Crossroad
Consumers are quick to say they don’t trust the institutions that marketers depend on to get their messages out — media and entertainment companies and social media platforms — and they really don’t believe that marketing and advertising is trustworthy.