Desktop-based advertising will peak in 2014 as more spending goes towards mobile advertising, according to a new study from eMarketer.
The researcher predicts that U.S. desktop advertising will hit $35.39 billion in 2014, but then begin falling off in 2015. By 2017, the figure will be $32.51 billion, which is close to the amount posted in 2012. Meanwhile, mobile advertising will hit $11.76 billion in 2013, up from $7.65 billion this year.
Clark Fredricksen, VP at eMarketer, says the implosion of the desktop ad market is ahead of schedule. "In September of last year we wouldn't have thought that desktop advertising would stop growing in 2014," he says.
So far, Twitter seems to be benefiting the most from the transition to mobile. The company made more money from mobile advertising than from desktop advertising last year and mobile will take a bigger and bigger share through 2015, eMarketer predicts.
Facebook, however, will continue to rely on desktop for the bulk of its ad revenues:
Google, meanwhile, will benefit from one of the still-hot areas in desktop advertising -- video -- via its YouTube unit even as search ad revenues on desktop fall.
