BIA Advisory Services is forecasting that, for the first time, mobile advertising spending (21%) will surpass direct mail (20.7%) as the top media advertising platform in 2022.
Overall, digital ad spending will reach $76.8 billion, with Google ($26.8 billion) and Facebook ($14.3 billion) controlling over half of the spending.
BIA says that the overall local U.S. advertising market is expected to reach $161.5 billion in 2022, a 10.1% increase over 2021.
The forecast says traditional media revenue will account for $84.6 billion and digital media will be close behind at $76.8.
BIA also anticipates $7.5 billion of the sum will come from political advertising during a strong election season.