In a keynote at the Interactive Advertising Bureau's annual leadership meeting in Palm Springs, Google CEO Eric Schmidt said mobile is taking off faster than predicted.
"It's happening, and it's happening faster," he said. "We look at the charts internally, and it's happening faster than all of our predictions." "This is the future and everyone will adapt," Schmidt said.
Schmidt also predicted that digital display advertising could become a $200 billion a year business. "I see the union of the mobile device and advertising, and particularly display advertising, as the thing that's really going to revolutionize this," he said.
He offered up some proof of how quickly mobile is growing:
- Google sees 200 million mobile playbacks of content on YouTube per day.
- Mobile searches related to Chrysler, a Super Bowl advertiser, were 102 times higher after the ad was televised; desktop searches for Chrysler increased only 48 times more than usual.
- Another Super Bowl advertiser, GoDaddy.com searches for the brand were 315 times higher than usual. In contrast, desktop searches were only 38 times higher.
- 78% smartphone users shop on their device.