Home Mobile Zenith: Mobile Ad Spend Growing At 7X Desktop Ads

Zenith: Mobile Ad Spend Growing At 7X Desktop Ads


zenithoptimediaInvestments in mobile advertising continue to accelerate, but the growth rate could ease off next year, according to a new report from Publicis Groupe’s ad agency ZenithOptimedia.

Global mobile advertising, which includes all online ads delivered to smartphones and tablets, whether display, classified or search, is growing seven times faster than desktop ads. ZenithOptimedia predicts mobile advertising will grow by 77% this year, followed by 56% growth in 2014 and 48% in 2015, based on the adoption of smartphones and tablets. In contrast, the agency forecasts ads on the desktop will grow at an average of 10% a year.

“After years of hype, mobile advertising has finally arrived. Its importance will only grow over the next few years as advertisers and agencies get to grips with the opportunities it offers, and improve its ability to measure and deliver return on investment,” said ZenithOptimedia North America CEO Tim Jones in a statement.

Mobile ad spend on a global basis reached $8.3 billion last year, representing 9.5% of internet expenditures and 1.7% of advertising across all media. By 2015, ZenithOptimedia predicts total mobile ad spend will rise to $33.1 billion — 25.2% of internet expenditures and 6.0% of all expenditures.

Internet advertising grew 16.4% last year, and is expected to grow 16% annually from 2013 to 2015. Display is the fastest-growing sub-category, with 20% annual growth, which the report attributes to the rapid rise of online video and social media advertising, which are growing at 25% and 33% a year respectively. Between 2012 and 2015, ads on the internet will account for 66% of the growth in total ad expenditure.. The next biggest medium is television, which is forecast to contribute 36% of growth. Overall, Zenith estimates global ad spend will reach $503 billion this year — a 3.5% increase from 2012

The US continues to pump more new ad dollars into the global market than any other country, contributing an estimated 28% of the $74 billion that will be added to global ad spend between 2012 and 2015.  China comes second, accounting for 18% of additional ad dollars over this period, followed by Argentina (6%), Indonesia (6%) and Russia (5%).

ZenithOptimedia is also optimistic that we will see greater growth in global ad spend as Europe catches up after exiting its 18-month recession. The agency forecasts 5.1% global ad growth in 2014 and 5.9% growth in 2015.

Must Read

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.