According to the latest Advertising Expenditure Forecasts from ZenithOptimedia, mobile advertising is set to reach a share of 50.2% of all internet advertising and overtake desktop ads by 2018. Mobile advertising is predicted to total $114bn in 2018, up from $50bn this year. At an average growth rate of 32% between 2015 and 2018, mobile ads contribute 87% of growth to global ad spend.
Mobile ad spend growing rapidly between 2015-2018
Television remains to be a dominant marketing medium at a 38% share of total ad spend in 2015. However, ZenithOptimedia predicts the internet to overtake television in 2018 at 34.8%. The report cites rapid growth in paid search as a major reason for TV’s loss of share, due to it being a direct response channel. TV will account for 44.7% of display expenditure in 2015 and 42.9% in 2018.
Mobile internet ad spend doubles over the next three years
Whilst ad spend is slowing in China, Brazil and Russia, India continues its rapid growth. Together with the Philippines and Indonesia, the markets are experiencing a good economic growth. Ad spend is forecast to increase by $1.2bn in the Phillippines, $3bn in India and $4.1bn in Indonesia.
Steve King, CEO, ZenithOptimedia, says:
“Growth of the global ad market is being driven by advances in technology, especially mobile and programmatic tech. But television remains by far the most important channel for brand communication, and online video, its digital offshoot, is increasing the audiovisual share of global display advertising.”
According to the company’s Programmatic Marketing Forecasts, published at the same time, programmatic advertising is also on the rise, reaching 53% this year and growing to 60% by 2016. Whilst its growth may slow somewhat over the coming three years, ZenithOptimedia predicts programmatic to rise 34% in 2016 and 26% in 2017.