It’s not clear how much advertising agencies have been affected by the rise in mobile advertising.
Digital ad sales have increased from $4.2 billion in 2016 to $9.2 million in 2017.
But the industry still has to contend with the growing digital ad market, which is expected to grow by 40 per cent in the next five years.
It is unclear how much of the growth in mobile ad revenue has gone to ad agencies, and it’s not just because of increased competition in the market.
The biggest ad agency in Australia, Digital Advertising Alliance, says it’s been hit with the most.
Its ad revenue declined 10 per cent over the past year, with an estimated $2.1 billion in losses.
Its CEO, Mark Porter, said the agency’s loss was more than double the $1.8 billion the industry lost in 2015.