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Digital advertising spending by the US computing products and consumer electronics industry will reach $3.80 billion this year, and that figure will increase to $6.01 billion by 2018, according to a new eMarketer report, “The US Computing Products and Consumer Electronics Industry 2014: Digital Ad Spending Forecast and Trends,” part of our new report series, “2014 Digital Ad Spending Benchmarks by Industry.”
The consumer electronics portion of the industry is seeing strong attention paid to advertising for smartphones and tablets, with manufacturers in stiff competition with one another to make their new products stand out. In addition, the business-to-business portion of ad spending in the industry is growing, as IT departments invest in both hardware and software and shift infrastructure to the cloud.
eMarketer estimates that computing and consumer electronics industry players will spend 54% of digital advertising dollars, or $2.05 billion, on direct-response efforts in 2014, and 46% of ad spending, or $1.75 billion, on branding.
The shift among consumers to smartphones and tablets has resulted in astounding overall mobile ad spending growth. Spending by the computing products and consumer electronics industry reflects this trend.
eMarketer expects 33% of the industry’s digital ad spending to go to mobile in 2014. Advertisers have been increasing their mobile ad spending in part simply to go where their customers are now spending time with media.
Mobile advertising in the technology space has seen strong growth over the past several years, both in the US and globally. In a survey by Millennial Media, worldwide mobile spending in the technology sector increased 132% between Q3 2012 and Q3 2013 alone.
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