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Mobile Net set to rule ad world
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MOBILE Internet advertising will edge out newspaper advertising for expenditure and account for as much as 12.4 percent of global advertising dollars in 2016, a new study revealed.
Mobile Internet is set to become the third-largest medium behind television and fixed-line Internet, media agency ZenithOptimedia claimed.
Mobile advertising remains the driving force behind the growth of the entire advertising market, contributing 83 percent of all new ad dollars between 2014 and 2017.
The total amount of mobile advertising spending was US$29.8 billion in 2014, making up 5.7 percent of total advertising expenditure. By 2017, expenditure volume is estimated to reach US$89.5 billion.
“Mobile technology is rapidly transforming the way consumers across the world live their lives, and 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,” ZenithOptimedia Worldwide CEO Steve King said in a statement.
Globally, overall advertising expenditure is forecast to grow a moderate 4 percent, down from its previous forecast of 4.2 percent earlier this year.
Growth rate will accelerate to 5 percent thanks to the 2016 Summer Olympics and the US presidential election.
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