U.S. brands plan to invest more in search engine marketing in the coming year, but the majority will go toward mobile, per estimates released Tuesday. On the desktop, search will contribute $14.15 billion this year, rising to $7.82 billion. Mobile search in the U.S. will rise from $8.72 billion this year to $25.69 billion in 2018.
North America remains the largest contributor to online advertising at $193.86 billion -- or 35.6% -- of the worldwide market, per eMarketer's estimates released Tuesday in The Global Media Intelligence Report. U.S. marketers will contribute $50.73 billion this year, rising to $82.96 by 2018.
The study, developed in collaboration with Starcom MediaVest Group (SMG) outlines how media and device use trends are playing out in North America, along with how those trends will shaping up in regions worldwide.
Canada's share of regional investments will fall below 7% in 2016 and will continue to shrink. One reason is that the U.S. will likely register higher annual growth in ad spending throughout the forecast -- at least 5% in most years -- compared with less than 4% in Canada.
eMarketer estimates that 78.9% of the U.S. population -- nearly 253 million people -- will go online at least once monthly in 2014. In Canada, that number will reach about 77.9%, but within four years will grow to 81.2% residents in North America who access the Internet regularly.
Overall, eMarketer estimates that marketers in the U.S. will spend $22.87 billion this year on search engine marketing, reaching $25.66 billion in 2015, $30.85 in 2017, and $33.50 in 2018. Lead generation in the U.S. will jump from $2.04 billion this year to $2.52 billion in 2018. Display advertising in the U.S. will see a major leap from $22.36 billion this year to $42.64 billion in 2018.
Desktop advertising in the U.S. market will decline from $31.74 in 2014, to $24.18 billion in 2018. Mobile, of course, will see the biggest jump from $10.67 in 2013 to $58.78 in four years. Display advertising on the desktop in the U.S. will remain stagnant at around $12 billion through 2018, while mobile display ads will rise from $9.65 billion this year to $30.51 billion in 2018.