Mobile Makes Up 37 Per Cent Of Global Ad Market Growth

Zenith Optimedia has forecast 77 per cent growth in mobile ad spend this year, to reach $14.3bn (£8.86bn).

Although this only represents 2.8 per cent of total global expenditure, mobile advertising has ‘truly taken off’, the company says, and will account for 6 per cent  – or $33.1bn – by 2015.

While it is certainly not the largest part of media spend, mobile ads will account for 37 per cent of market growth this year, reducing to 31 per cent in 2014. Total digital ad spend – desktop and mobile combined – will account for 24.6 per cent of total by 2015, up from 20.4 per cent this year.

Eurozone crisis weighs down mature markets

The entire global ad market is stabilising and will grow 3.5 per cent in 2013, followed by stronger growth of 5.1 per cent in 2014 and 5.9 per cent in 2015. Although this is the first Zenith analysis since Q2 2012 where global ad spend has not been revised down, a contraction in Eurozone spend – 5.2 per cent in 2012 and 4.3 per cent this year – has weighed down mature market forecasts.

Emerging market growth, meanwhile, has been revised up from 7 to 7.6 per cent since June. The Eurozone market will only come back to positive figures next year – 0.7 per cent growth in 2014 and 1.9 per cent growth in 2015.

See how this compares with eMarketers 2013 ad spend analysis.