Ad spend should go to where the consumer spends his or her time. But so far, there seems to be a disconnect. According to figures compiled by KPCB, a lot of ad spend still is invested in legacy media, whereas the time spent by consumers with that media is dropping. The Statista chart shows the proportion of ad spend invested into specific media channels, compared to the time spent with that media by consumers.
The internet as such is already well saturated, as the proportion of ad spend invested almost correlates with time spent on the web, on PCs, laptops or similar devices. However, in the US alone there still seems to be a huge opening in form of a spending opportunity, which is estimated to amount to $22bn specifically for mobile devices.
This chart was published by FIPP.
The Mobile Ad Spend Gap
Description
Percent of time spent by consumers with media & percent of ad spend allocated to media
