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| | | | Consumers continue to increase their time spent consuming digital media, while advertisers continue to increase their ad budgets into digital channels. The influx is not expected to let up in the near future. The US digital advertising industry will continue to experience remarkable growth through 2021 to reach nearly $100 billion in annual revenue, driven primarily by the sustained migration of ad dollars from traditional TV to digital video and the continued increase of social spending. Overall, the strong growth of the US digital ad market can largely be attributed to increased time spent by consumers on digital media and brands' increased comfort with allocating budgets to digital formats, particularly on digital video. In a recent 2016 survey of almost 400 US ad agencies and marketers, the IAB found that two-thirds of respondents plan on increasing spending on digital video in the next year. Moreover, mobile will become the top destination for digital ad spending as advertisers continue to attempt to resolve the disconnect between the rapid growth in time spent on phones and tablets and the relatively small share of ad budgets that are allocated to such platforms — known as the mobile opportunity gap. In fact, mobile is set to eclipse desktop ad spend by 2018. In a report from BI Intelligence, we forecast revenue trends over the next five years, while outlining the key growth drivers for overall digital ad revenue in the US. We also outline emerging technologies that will help propel ad growth in the next decade. | | |  | | Copyright © 2016 Business Insider, Inc. All rights reserved. |  | | | | | |
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