EMarketer forecasts ad spend on the desktop to decline $1.4 billion this year. This, due to new data emerging from eMarketer that shows desktop spend only yielded 2 percent growth in 2013, while mobile ad spend grew about 121 percent.
EMarketer estimates that "Google will have a notable influence on the overall shift from desktop to mobile search spending.In 2013, 76.4 percent of the company’s search ad revenues came from desktop. However, that share will fall to 66.3 percent in 2014 due to a $770 million decrease in desktop search ad revenues year over year."
EMarketer said Google’s mobile search growth can be attributed to enhanced campaigns and Product Listing Ads (PLAs), "both of which contributed to increased click share on mobile throughout 2013 and will continue to do so."
Earlier this year, The Search Agency released a report on the state of PPC for Q4 2013, which showed mobile CPC was down across sectors, making opportunity high for advertisers in many industries.
Take retail, for example:
Or business services:
But not everyone is catching on. "Only 5.7 percent of total media ad spending was dedicated to mobile last year, meaning there’s significant room for advertisers to catch up with consumer habits," eMarketer said in its report.