Recently, research firm eMarketer estimated that spending on mobile ads, on smartphones and tablets, will eclipse advertising spending on radio and in print this year.
Advertisers will spend a projected $18 billion on mobile platforms in 2014, while newspapers will draw about $17 billion in ad revenue, and radio roughly $15 billion.
That shift in ad dollars has led to a shift in creative approaches, with more and more marketers are either mimicking or using consumer-generated content in their advertising.
Here & Now media analyst John Carroll discusses the trend with host Jeremy Hobson.
- John Carroll, Here & Now media analyst and professor of mass communications at Boston University. His blog is “Campaign Outsider” and he tweets @johncarroll_bu.