Maya Robertson
Mobile ad spending is set to dominate the US advertising landscape in 2025. According to a recent EMARKETER forecast released in March 2025, mobile platforms will account for a staggering $228.94 billion—over half of the total $421.81 billion US media ad spend. This dominance underscores the central role smartphones play in modern consumer behavior and how advertisers are evolving to meet audiences where they are: on their phones.
Digital advertising continues to expand its territory, with US advertisers dedicating 82% of their total media budgets—$346.63 billion—to digital channels in 2025. Traditional media, once the dominant force in advertising, has been relegated to a much smaller piece of the pie, claiming only $75.18 billion of the spend. This gap signals an unrelenting march toward a fully digital future, where agility, personalization, and data-driven strategies rule.
Mobile, the crown jewel of digital platforms, is expected to see its share climb even further. It will absorb 66% of all digital ad budgets in 2025—a leap powered by video content, social media integration, and highly targeted advertising capabilities.
While mobile search advertising has long led the pack, EMARKETER predicts a significant turning point in 2026: mobile video ad spending will overtake mobile search. This shift is fueled by changing consumer habits, with users increasingly engaging with video content across platforms like TikTok, YouTube, and Instagram Reels. The format’s ability to capture attention and deliver brand stories in seconds makes it a preferred choice for marketers.
According to a new Q2 2025 forecast by Insider Intelligence, mobile video ad spend is projected to grow by 16.7% year-over-year, reaching over $130 billion by the end of 2025. This figure reflects not only consumer demand but also advancements in ad technology and formats that enable smoother and more immersive video experiences on mobile devices.
Despite economic headwinds, including rising tariffs and regulatory scrutiny, mobile ad spending remains remarkably resilient. EMARKETER notes that mobile spend is set to grow nearly 5% year-over-year in 2025, showcasing the platform’s adaptability and deep integration into everyday life. For brands, mobile is no longer optional—it’s the most essential channel for engagement, conversion, and long-term loyalty.
The growth comes even as cost-per-click and CPM prices rise across major platforms. Advertisers are doubling down on strategies like programmatic buying, dynamic creative optimization, and influencer partnerships to ensure maximum ROI from their mobile campaigns.
While mobile dominates, other digital devices and traditional media still play a role in the broader ecosystem. Connected TV (CTV), for example, will command $33.48 billion in ad spend in 2025—an area seeing rapid growth thanks to streaming services like Netflix, Hulu, and Peacock opening up ad-supported tiers.
Desktop advertising will remain relevant with $84.21 billion in spend, largely fueled by workplace usage and B2B strategies. Meanwhile, linear TV still holds a notable slice of the pie at $49.77 billion, appealing to specific demographics and live-event audiences, especially sports.
Traditional formats such as print ($5.45B), radio ($10.33B), OOH ($9.36B), and directories ($0.27B) are on a steady decline but still serve niche purposes and hyperlocal strategies.
Comments
Loading…