Global mobile advertising is set to overtake newspaper ads next year, according to the Advertising Expenditure Forecast from ZenithOptimedia. The report predicts that mobile ads will account for 12.4% of global spending whilst newspapers will make up 11.9%, making it the third largest advertising medium, behind TV and desktop internet. In 2016, mobile advertising will grow 38% to $71bn, while newspaper ads will decrease by 4% to $68bn.
Mobile ad spend to overtake newspapers
Mobile advertising continues to be a driving force of the advertising industry, contributing 83% of all new ad dollars between 2014 and 2017. In addition, the report suggests that the mobile internet share of the global ad market will increase from 5.7% in 2014 to 15% in 2017.
Steve King, CEO, ZenithOptimedia, says:
“Mobile technology is rapidly transforming the way consumers across the world live their lives, and is disrupting business models across all industries. We are now witnessing the fastest transition of ad budgets in history as marketers and agencies scramble to catch up with consumers’ embrace of the mobile way of life.”