Mobile is projected to represent 66% of US programmatic digital display transactions according to the latest report from PubMatic.
Based on collected data, the report suggests that mobile ads will surpass $200 billion globally next year with the top markets for mobile ad expenditure being the US, China, the UK, Japan and Australia.
Meanwhile, Indonesia and Russia are predicted to see the fastest rise in mobile ad spend growth in 2019 at an average 34% year-on-year.
In-app continues to drive growth at $80 billion in the US in 2019. More than 8-in-10 mobile ad dollars in the US are being allocated to in-app advertising in 2019.
Meanwhile, video is expected to be a core driver of ad spend and could make up two-thirds of non-social display ad expenditure in 2019.
However, mobile is quickly showing dominance when it comes to video with its share of video ad expenditure growing to a whopping 71.2% by 2022.
The trend is not lost on advertisers with 51% planning to increase their spending, whilst 46% wish to maintain their ad spend and only 3% are decreasing their mobile video ad spend.
The share of programmatic video is also expected to rise – though a little more steadily at over 60% in 2019.