With a total growth rate for adspend expected at 4, 6% as a whole for 2016 to reach the $579Bn in worldwide investment in 2016, Internet advertising as a whole is forecast to experience an increase around the 15.7%, more than three times the global average rate this year.
Those are data from the ZenithOptimedia’s new Advertising Expenditure Forecasts, published yesterday.
The report also foretells that total ad investment will exceed the $600Bn in 2017 and reach the $603Bn by the end of the year 2018.
Social Media, online video and paid search push Internet rise
Internet advertising’s growth rate is slowing as it matures (it was 21.1% in 2014), but is expected to remain in double digits for the rest of Zenith optimedia’s forecast period. This sustained increase, combined with downgrades for Television in Brazil and in China, leads the agency to forecast that Internet advertising will overtake Television advertising globally by 2017, a year earlier than the date given in the report published in December 2015.
The 15.7% rise expected for the Internet advertising investment will be driven by social media (31.9%), online video (22.4%) and paid search (15.7%).
Mobile, to contribute 92% of global adspend increase
ZenithOptimedia forecast that mobile advertising expenditure will increase by $64Bn between 2015 and 2018, growing the 128%, and accounting for 92% of new advertising dollars added to the global market over the mentioned period.
© ZenithOptimedia
ZenithOptimedia grounds its foretell in the fact that the great majority of new Internet advertising is targeted at mobile devices, thanks to their widespread adoption and their ever tighter integration into consumers’ daily lives.
Image over the headline.- © ZenithOptimedia
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Adspend 2016.- ZenithOptimedia maintains growth forecast at 4.6 percent
