China is now the first market that spends a majority of its advertising expenditure on mobile, according to the Global Ad Trends report from research firm Warc. The value of the Chinese ad market has grown 3.5 times since 2006.
Whilst radio, outdoor and magazines remained stagnant, whilst most other formats including desktop, TV and newspaper noted a decline in ad spend.
China first market to reach greater share in mobile ad spend
The research also highlighted that the value of global ad spending overall was on the same level as the peak before the global financial crisis.
Mobile is now the largest advertising platform in China. It is on course to become the second-largest ad channel in the US by 2017 with $40bn expected to be spent on mobile ads.
The report also highlighted that the US spent $155bn to secure ad space in 2015, which is 3.5 times greater than 10 years ago. Desktop and mobile were the only formats which actually gained a share of the global ad spend last year. When looking at internet spending, 30.7% was spent on mobile ads.
Global ad spending continues to grow
James McDonald, Senior Data Analyst, Warc, says:
“By the purest measure available, the combined value of ad trade worldwide took a full eight years to recover from the global financial crisis. It is also fascinating to note the juxtaposed trajectories of the world’s two largest advertising markets,” he added. “While the amount spent to secure ad space in the US remained unchanged during the ten years to 2015, that spent in China grew three and a half times over this period.”