The great migration continues. Advertisers have been shifting more ad dollars to mobile and eschewing other formats.

It’s an effort to drive customer engagement, reach consumers across platforms, build brand awareness, and drive retail or online sales, says a July 2014 research study by Advertiser Perceptions.

Who will be the biggest losers? Print, television, and digital display, most likely.

“More than 40 percent of US advertising decision-makers who planned to increase mobile ad spending over the next 12 months said they were taking money out of their print advertising budget to do so, while 34 percent said the same about TV ads,” reports eMarketer. “Even digital ads aren’t safe. Nearly one-third of respondents said they would lower investments in digital display advertising in order to spend more on mobile. A lucky 38 percent of respondents planned to fund higher mobile spending thanks to an overall expansion of their budgets.”

Mobile, it comes as no big shocker, is grabbing more and more ad dollars. This year, eMarketer estimates that US advertisers will increase spending on mobile ads by 78.0 percent, pushing the total to nearly $19 billion, and next year, growth will come in at 50.0 percent for mobile ad spending of $28.48 billion.

The expansion will continue into 2018, when expenditure on mobile advertising in the US is anticipated to grow by nearly 20 percent to $58.78 billion.

“Whether advertisers put their mobile dollars toward smartphone or tablet ads depends on what they’re trying to achieve,” posits eMarketer. “Advertiser Perceptions found that smartphones were better than tablets for delivering ad results such as impressions, awareness and return on investment, and they also beat the bigger screen for audience and targeting. Meanwhile, tablets won for engagement and user experience.”