The world of advertising is in the process of a major overhaul. A recent Morgan Stanley report lays out what analysts believe to be the future landscape of the advertising industry.
Mobile Is Taking Over
Morgan Stanley believes that mobile advertising will account for 60 percent of total online advertising by 2020. Analyst Benjamin Swinburne explains that increased smartphone penetration coupled with location-based targeting should be driving forces in the world of mobile advertising.
Despite the belief that the overall advertising market in the United States has reached a growth peak, analysts remain bullish on the future of the mobile advertising segment.
What Companies Are Best-Positioned?
The report gives analysts’ take on which companies are likely to gain ground in mobile advertising. An early leader in the mobile ad space is Facebook Inc FB 3.01%, which already represents about 20 percent of mobile usage time in the United States.
It appears as if Facebook and Google Inc GOOG 1.23% GOOGL 1.61% are on an unavoidable collision course when it comes to online advertising. While Facebook might not pose a threat to Google’s search business, Facebook could pose a threat to…
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