The US Telecom and Computing Products and Consumer Electronics Industries 2016: Digital Ad Spending Forecast and Trends - eMarketer
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The US Telecom and Computing Products and Consumer Electronics Industries 2016: Digital Ad Spending Forecast and Trends

eMarketer Report

By: eMarketer

Published: May 12, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

The US telecom and the computing products and consumer electronics industries will spend $12.76 billion on digital advertising in 2016. Outlays on telecom will make up 11.0% of total US digital ad spending across industries measured by eMarketer, while computing products and consumer electronics will account for 7.6%.

  • Spending on display and search in consumer electronics and telecommunications is reaching parity, and the percentage of ad budgets going toward digital video is increasing. Mobile channels receive the majority of digital ad budgets, which is not surprising, given that much of what consumers in the consumer electronics and telecom sectors are buying involve mobile technologies and products.
  • Marketing for smartphones is shifting from carriers, including AT&T and Verizon, to device-makers, such as Samsung, Motorola and Apple. Fierce competition in a saturated market means these players will be vying for consumers’ attention as they make decisions on device upgrades.
  • In the consumer electronics sector, people may be purchasing fewer laptops and desktops. But wearables—especially fitness trackers—and smart-home devices such as Nest thermostats are becoming more mainstream, and marketers will take their ad budgets to more outlets to promote these products.
  • Putting more gadgets in the hands of consumers means putting more data collection opportunities in the hands of device manufacturers. That data will help telecoms and consumer electronics manufacturers better target consumers, increasing the spend in programmatic channels, creating a virtuous circle of marketing possibilities.

"US digital ad spending in the telecom and computing products and consumer electronics sectors will reach $12.76 billion in 2016, up 14.8% from 2015."

Table of Contents

About eMarketer’s Industry Ad Spending Series

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Digital Ad Spending Outlook

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Digital Ad Spending, by Format

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Mobile Ad Spending Forecast and Trends

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Programmatic Ad Spending

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22 charts are included in the full report:

The US Telecom and Computing Products and Consumer Electronics Industries 2016: Digital Ad Spending Forecast and Trends

US Telecom, Computing Products & Consumer Electronics Industry Digital Ad Spending, 2014-2020 (billions, % of total digital ad spending and % change)

Digital Ad Spending Outlook

US Telecom, Computing Products & Consumer Electronics Industry Digital Ad Spending, 2014-2020 (billions, % of total digital ad spending and % change)

US Digital Ad Spending, by Industry, 2015-2020 (billions and CAGR)

US Digital Ad Spending Share, by Industry, 2014-2020 (% of total)

US Digital Ad Spending Growth, by Industry, 2014-2020 (% change)

US Computing Products Industry Ad Spending, by Media, 2014 & 2015 (millions and % change)

US Telecom Industry and Internet Sector Ad Spending, by Media, 2014 & 2015 (millions and % change)

Top 25 Advertisers, Ranked by US Traditional Media Ad Spending, 2015 (millions)

Top 10 US Telecom Industry Advertisers, Ranked by Traditional Media Ad Spending, 2014 & 2015 (millions and % change)

Digital Ad Spending, by Format

US Telecom Industry Digital Ad Spending, by Format, 2016 (billions and % of total)

US Computing Products & Consumer Electronics Industry Digital Ad Spending, by Format, 2016 (billions and % of total)

Display and Rich Media

Clickthrough Rate (CTR) of US Digital Display Ads in Select Industries, Dec 2015 (% of ads served by DoubleClick)

Digital Video

US Digital Video Ad Spending, by Industry, 2016 (billions and % of total)

US Digital Video Ad View Share, by Industry, Q4 2015 (% of total ads served by FreeWheel)

Mobile Ad Spending Forecast and Trends

US Computing Products & Consumer Electronics Industry Digital Ad Spending, by Device, 2016 (billions and % of total)

US Telecom Industry Digital Ad Spending, by Device, 2016 (billions and % of total)

US Mobile Ad Spending, 2014-2020

US Digital Ad Spending, by Industry and Device, 2016 (billions and % of total)

US Digital Ad Spending, by Device, 2014-2020 (billions)

US Mobile Ad Spending, by Format, 2014-2020 (billions)

Programmatic Ad Spending

US Computing Products & Consumer Electronics Industry Digital Display Ad Spending, by Transaction Method, 2016 (billions and % of total)

US Telecom Industry Digital Display Ad Spending, by Transaction Method, 2016 (billions and % of total)

US Digital Display Ad Spending, by Industry and Transaction Method, 2016 (billions and % of total industry ad spending)