Mobile Trends 2019

10 Predictions for What Marketers Can Expect

Report by Yoram Wurmser  | Dec 6, 2018
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Table of Contents
Executive Summary
10 Trends for Mobile in 2019
Trend No. 1: Mcommerce Will Continue to Expand Rapidly
Trend No. 2: 5G Will Loom Over Mobile Investments
Trend No. 3: High-Quality Vertical Video Will Take Off
Trend No. 4: Nonskippable Interactive Ads Will Replace Static Display Ads
Trend No. 5: Mobile AR Will Become Commonplace
Trend No. 6: Voice Will Help Enmesh Smartphones Even Deeper Into Our Lives
Trend No. 7: In-App Header Bidding Will Gain Steam
Trend No. 8: Consumers Will Demand—and Get—More Transparency and Control Over Mobile Data
Trend No. 9: Location Will Be More About Analytics, Less About Real-Time Targeting
Trend No. 10: Consumers Will Try, but Mostly Fail, to Reduce Mobile Screen Time
eMarketer Interviews
Read Next
Sources
Media Gallery
About This Report
Mobile will continue to attract more ad dollars in 2019. With that in mind, this report presents 10 predictions to help marketers navigate the mobile and media landscape in 2019.
Topics
Mobile Advertising
Mcommerce
United States
Table of Contents
Executive Summary
10 Trends for Mobile in 2019
Trend No. 1: Mcommerce Will Continue to Expand Rapidly
Trend No. 2: 5G Will Loom Over Mobile Investments
Trend No. 3: High-Quality Vertical Video Will Take Off
Trend No. 4: Nonskippable Interactive Ads Will Replace Static Display Ads
Trend No. 5: Mobile AR Will Become Commonplace
Trend No. 6: Voice Will Help Enmesh Smartphones Even Deeper Into Our Lives
Trend No. 7: In-App Header Bidding Will Gain Steam
Trend No. 8: Consumers Will Demand—and Get—More Transparency and Control Over Mobile Data
Trend No. 9: Location Will Be More About Analytics, Less About Real-Time Targeting
Trend No. 10: Consumers Will Try, but Mostly Fail, to Reduce Mobile Screen Time
eMarketer Interviews
Read Next
Sources
Media Gallery

Executive Summary

Mobile ad spend will top $93 billion in 2019, over $20 billion more than what will be spent on TV. With so much money flowing into mobile advertising, what will be the big changes and trends in the mobile landscape in 2019?

US Total Media Ad Spending, by Media, 2016-2022 (billions)
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  • What are major trends outside of advertising that will affect the mobile advertising ecosystem? The trend toward privacy regulation will likely continue in 2019, which will affect data use. Consumers are also looking for ways to reduce screen time, which may increase opportunities in audio advertising. One trend that won’t affect advertising yet is 5G, which won’t come on line with any scale until 2020, but it will begin to affect investments in media and ad tech.
  • What will happen in mobile video in 2019? Many of the large platforms will double down on high-quality video shows geared for a mobile audience. This will increase demand for vertical video. Video advertising will also become less skippable and more interactive.
  • How will artificial intelligence (AI) influence mobile advertising? It’s hard to limit the impact of AI to just a few areas, but three important ones will be personal assistants, modeling consumer paths to purchase and augmented reality (AR)—particularly visual search. The role of personal assistants might be the most important, since tools such as Siri, Google Assistant and Alexa will tie the mobile phone more deeply to the rest of our device ecosystem.

WHAT’S IN THIS REPORT? This report will present 10 mobile trends that are likely to influence mobile marketing in 2019.

KEY STAT: Mobile will capture $93.25 billion in ad spend, making it far and away the leading platform for US advertisers.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

31charts

Reliable data in simple displays for presentations and quick decision making.

11expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. 10 Trends for Mobile in 2019
  3. Trend No. 1: Mcommerce Will Continue to Expand Rapidly
  4. Trend No. 2: 5G Will Loom Over Mobile Investments
  5. Trend No. 3: High-Quality Vertical Video Will Take Off
  6. Trend No. 4: Nonskippable Interactive Ads Will Replace Static Display Ads
  1. Trend No. 5: Mobile AR Will Become Commonplace
  2. Trend No. 6: Voice Will Help Enmesh Smartphones Even Deeper Into Our Lives
  3. Trend No. 7: In-App Header Bidding Will Gain Steam
  4. Trend No. 8: Consumers Will Demand—and Get—More Transparency and Control Over Mobile Data
  5. Trend No. 9: Location Will Be More About Analytics, Less About Real-Time Targeting
  6. Trend No. 10: Consumers Will Try, but Mostly Fail, to Reduce Mobile Screen Time
  1. eMarketer Interviews
  2. Read Next
  3. Sources
  4. Media Gallery

Charts in This Report

US Total Media Ad Spending, by Media, 2016-2022 (billions)US Retail Mcommerce Sales, by Device, 2018-2022 (billions, % change and % of total)
US Proximity Mobile Payment Forecast, 2018-20225G Smartphone Connections Worldwide, by Country/Region, 2019-2023 (millions)
Important Technologies for the Future for European Union (EU) and US Companies, July 2018 (weighted rank score)Average Time Spent per Day with Major Media by US Adults, 2016-2020 (hrs:mins)
US Mobile Phone Video Viewers and Penetration, 2018-2022US TV and Digital Ad Spending, by Format, 2014-2020 (billions and % change)
How Often Do US Internet Users Interact with Specific Types of Ads? (% of respondents, Sep 2018)How Often Do US Marketing Professionals Use the Following Types of Video Ads in Digital Media? (% of respondents, June 2018)
Most Effective In-App Ad Format According to US Agency Professionals, Aug 2018 (% of respondents)Installed Base of Smartphones Worldwide that Are Compatible with Google ARCore and Apple ARKit, 2017-2022 (millions)
Usage of AR Among US Internet Users, Aug 2018 (% of respondents)Global Augmented Reality Ad Revenues Expected to Top $2 Billion by 2022 (millions)
On Which Devices Do US Internet Users Use a Voice Assistant? (% of respondents, Sep 2018)Devices on Which US Voice Assistant Users Use Their Voice Assistant, Feb 2018 (% of respondents)
Voice Technology Investment Within the Next 1 to 2 Years According to US Senior Decision-Makers, Aug 2018 (% of respondents)Frequency with Which US Internet Users Use Voice Search to Find Local Business Info, April 2018 (% of respondents)
Programmatic Ad Performance Metrics in the Americas and Worldwide: Header Bidding Impression Share, Desktop vs. Mobile*, H1 2017 & H1 2018 (% of total via PubMatic's platform)Benefits of In-App Header Bidding According to App Publishers in North America, July 2018 (% of respondents)
Which Ad Models Do App Publishers in North America Use to Monetize Their Apps? (% of respondents, July 2018)How Concerned Are US Internet Users About the Privacy & Security of Their Personal Info Online? (% of respondents, May 2018)
What Is US Internet Users' Main Opinion on Europe's New Privacy/Security Laws? (% of respondents, Aug 2018)How Do Brand Marketers in Western Europe* and the US Feel About Data and Walled Gardens? (% of respondents, April 2018)
US Mobile Ad Spending, In-App vs. Mobile Web, 2015-2019Benefits of Using Location Data in Marketing According to Marketers in North America, April 2018 (% of respondents)
US Location Data Buyers Who Agree that Data Transparency Is an Accurate Indicator of Data Quality, April 2018 (% of respondents)What Initiatives Are Decision-Makers in the US & Western Europe Undertaking to Improve Location Data Quality? (% of respondents, April 2018)
Average Time Spent per Day with TV and Mobile Devices by US Adults, 2013-2020 (minutes)US Parent Internet Users' Attitudes Toward Screen Time for Their Children, June 2018 (% of respondents)
Share of Average Time Spent per Day on Select Mobile Device App Activities by US Adults, 2015-2020 (% of total)

Interviewed for This Report

Michelle Edelman
Peter Mayer
Executive Vice President and Chief Strategy Officer
Interviewed November 7, 2018
Freddy Friedman
Smaato
Chief Product Officer
Interviewed November 2, 2018
Andrew Gerhart
InMobi
Vice President, Publisher Platforms
Interviewed November 1, 2018
Michael Liu
Carat USA
Director, Mobile and Innovation Strategy
Interviewed November 9, 2018
Daniel Neumann
RED
Head of Strategy
Interviewed November 9, 2018
Gareth Noonan
Smaato
General Manager, Americas
Interviewed November 2, 2018
David Pokress
AdColony
Executive Vice President, Publishing and Account Management
Interviewed November 7, 2018
Mike Schwartzberg
Motive Interactive
Vice President, Client Success
Interviewed November 9, 2018
Scott Swanson
Aki Technologies
CEO
Interviewed November 13, 2018
Lexi Sydow
App Annie
Marketing Insights Manager
Interviewed October 26, 2018
Justin Merickel
Adobe
Vice President, Media Optimizer
Interviewed October 22, 2018

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authors

Yoram Wurmser

Contributors

Ross Benes
Analyst
Caroline Cakebread
Junior Analyst
Rahul Chadha
Chris Keating
Research Director