Mobile advertising is growing five and a half times faster than desktop internet advertising, and will continue to grow by an average of 49 per cent year on year between 2013 and 2016, a report by ZenithOptimedia shows.

According to the report, smartphone and tablet advertising will contribute to 38 per cent of all new adspend between 2013 and 2016, ahead of television at 31 per cent and desktop internet at 30 per cent. While television adspend is still projected to grow annually, its market share will start to decrease for the first time ever as more and more advertisers turn to internet and mobile channels.

ZenithOptimedias Advertising Expenditure Forecasts predicts healthy growth for the advertising market in general, driven by the continued economic recovery that has finally reached the Eurozone, and boosted by the World Cup, which is expected to boost global adspend by $1.5bn (£884m) this year.

“The World Cup is a great opportunity for advertisers to reach passionate and involved audiences worldwide,” said Steve King, ZenithOptimedias CEO. “While television will remain central to how fans experience the competition, advertisers are using digital media more than ever before to help shape this experience. Over the next few years internet advertising will play an even greater role in supplementing the brand-building power of television.”