I woke up this morning and, as I do every morning, opened my laptop and turned on the coffee machine before doing anything else.
A few minutes later, I went through a couple dozen new emails as I sipped my coffee. Same inbox, same routine, same internet… day in and day out.
Nothing has changed.
But, of course, that’s simply not true. Nothing stays the same. In the digital world, that’s especially true. It’s in a state of constant flux.
Right now, it’s seeing two massive user trends take shape. Each one is gaining steam, pulling in more and more people and more and more dollars.
They coexist without problems or interference from each other… at least for now.
But for how much longer?
As they get bigger, one is bound to crowd out the other, establishing itself as the single dominant trend.
At stake is a huge burgeoning market, the U.S. digital ad spend. It’s expected to amount to $83 billion this year, according to research firm eMarketer, with $59.2 billion going to mobile.
Today, I’m going to reveal who the big winners will be… and the big losers.
Tailwinds Gather for the Current Dominator
Last week, I discussed Snapchat’s IPO. I mentioned it had a great shot at leveraging its popularity with the millennial generation to attract TV ad money.
It’s all part of a game-changing migration of ads going from TV to digital and, increasingly, to mobile.
This year, for the first time, the internet is expected to overtake television as the advertising industry’s biggest revenue source.
Snapchat (SNAP) is gearing up for explosive growth. Its ad revenue should go up 158% this year, according to eMarketer. But keep in mind its share of mobile ad spending is still tiny, just 1.3%.
The really big winner? Google (GOOGL).
It’s in the perfect position to take advantage of one of these two big user trends over the next decade.
So what’s one of these market-defining trends?
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