This year, mobile media accounts for the exact same share, nearly 20 percent of total U.S. media spending. So, in a very real way, mobile is today where television was exactly six decades ago.
1. U.S. advertising is declining as a share of GDP
3. The entire net growth in digital advertising is happening in mobile
4. Two companies, Facebook and Google, control half of net mobile ad revenue.
Some historical perspective could be illuminating. Because despite its rapid intrusion into the market for advertising, television did not destroy newspapers, magazines, or radio. A more diverse media ecosystem learned to coexist.
In mobile history, the year is 1955. Facebook and Google are dominant for now. But if there's one lesson from the history of American entertainment and media, it's this: Things change. News survives.