Dive Brief:
- Publicis’s ZenithOptimedia released a report Monday predicting that global advertising spending will increase 4.6% this year, compared to 3.9% last year and passing $600 billion even in the face of a rough global economy.
- Mobile ad spending is driving that growth, increasing 128% through 2018, an increase of $64 billion over that time frame.
- Part of this year’s increase is also based on two events that drive ad spending – a U.S. presidential race and the summer Olympics.
Dive Insight:
"Consumers are using their mobile devices to consume media in a place where they previously have never done so before, and in times and places they wouldn’t previously have access to," ZenithOptimedia’s head of forecasting, Jonathan Barnard, told Ad Exchanger describing the lift in mobile advertising. "It’s creating the opportunity to communicate more cheaply with consumers."
The upward tick in the mobile advertising category is only picking up pace, and that's due in part to increased penetration of mobile devices that create more marketing opportunities. This in turn means more ad inventory on the market and lower prices for advertisers. That combination has created the expected explosion in mobile ad spending over the next three years.
Echoing earlier research from eMarketer, ZenithOptimedia also sees digital spending outpacing TV for the first time next year, pushing its earlier prediction for the shift up one year.
