Smartphones have become the dominant platform for consuming most types of content. Always at hand, these portable computers are the main drivers of social media and have officially been deemed the most popular method of going online. According to business analysis company PwC, purchases of digitally published content are expected to rise to $1.4 billion in 2017.
Even though digital publishing is growing at a clip, advertisers are leery of sending their ad dollars in mobile’s direction. PwC projects digital advertising spending to grow slowly, reaching only one-quarter of all advertising spending by 2017. That’s because ad blockers are exceedingly common: estimated loss of global revenue resulting from blocked advertising in 2015 was around $22 billion. Furthermore, research has shown that consumers summarily ignore online ads when they are using their smartphones.