Mobile Trends 2019

Mobile Trends 2019

10 Predictions for What Marketers Can Expect

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?

  • 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.

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11expert perspectives

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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

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
Senior Analyst
Chris Keating
Research Director