Advertising 2013 to 2016
"In separate revised projections released Monday, Interpublic’s Magna Global, Publicis’ ZenithOptimedia and WPP’s GroupM predict global ad spending to increase almost 5% in 2016, with double-digit growth rates forecast for digital media.
While the firms slightly reduced their projections for next year, all three are still forecasting ad spending growth to continue at a steady pace. Next year’s ad spending levels will get a slight boost from the U.S. presidential election, UEFA football championship in Europe and the Summer Olympics in Brazil (WSJ, December 7, 2015) "
Digital and Mobile are Increasing
According to Barrons (December 19, 2015): "digital media is on track to overtake television as the No. 1 media category for the first time, reaching $68 billion in advertising revenue in 2016, according to Magna Global, a unit of the Interpublic Group of Companies. The hottest category, mobile, is expected to rise 44% next year; desktop ads are forecast to shrink by 1%. Advertising on social media, forecast to rise 31%, to $13.8 billion, and online video, 40% higher, to $8.8 billion, are in boom times."
Forecast on Mobile Advertising
"In 2018 mobile advertising will overtake desktop and account for 50.2% of all internet advertising, according to ZenithOptimedia’s new Advertising Expenditure Forecasts. Mobile advertising will total US$114bn in 2018, up from US$50bn in 2015, and will be larger than all other media except for television (which will total US$215bn, up from US$206bn in 2015).
Mobile advertising is responsible for almost all of the growth in global adspend. We forecast it to grow at an average rate of 32% a year between 2015 and 2018, and to contribute 87% of all of the new ad dollars added to the global market during these years."
Top Nations for Ad Spending