Just a few months ago ZenithOptimedia predicted that mobile would contribute almost as many dollars to new advertising spending as TV in the period spanning 2012-2015. Now, the researchers have updated their forecasts and are projecting mobile advertising to generate more new ad spending ($31.8 billion) than TV ($29.8 billion) for the global ad economy from this year through 2016. That’s fairly remarkable, considering that ad spending on TV is currently about 15 times higher than on mobile. The end result is that mobile will pass radio, magazines and outdoor to become the world’s 4th-largest ad medium.
By 2016, ZenithOptimedia forecasts that mobile internet ad spending will account for 7.7% share of global advertising dollars, almost tripling the estimated 2.7% share from this year. That 7.7% share will exceed the share of ad spend captured by outdoor (6.9%), magazines (6.3%) and radio (6.3%), and will be behind only newspapers (14%), desktop internet (18.9%) and TV (39.3%). Read the rest at MarketingCharts.
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