ZenithOptimedia has partnered with Google for the launch of Horizon, a global programme intended to remedy the disproportionately low share of ad spend the channel currently receives – something we last heard about in Mary Meekers most recent Internet Trends presentation (see graph).

ZenithOptimedia itself reckons mobile spend totalled $8.6bn in 2012, just 1.8 per cent of the total ad spend across all media – but forecasts a growth of 67 per cent in mobile spend during 2013.

Horizon will provide ZenithOptimedias clients with a consultancy and communications programme, starting with the evaluation of its current mobile activities and site optimisation.

For its part, Google will be providing client insights, training and strategic guidance.

“The speed and scale at which the consumer mobile space is evolving requires advertisers and agencies to have strong mobile strategies in place,” said Carlo D’Asaro Biondo, Googles VP of sales and operations, EMEA. “As such we are delighted to align with ZenithOptimedia on crafting and refining client mobile strategies. They have been a great partner and we’re excited about the opportunities that lie ahead in jointly operating to make the most out of the web for our customers and their consumers.”

Horizon will be launched, market by market, across the ZenithOptimedia network over the coming months.