Notes: The forecasts keep getting more enthusiastic for mobile, now expected to account for 42% of all additional global ad spending between 2013 and 2016 (excluding markets where ZenithOptimedia doesn’t break down ad spend by medium). That translates to US $35.1 billion in new ad spending on mobile, up from an April forecast of $31.6 billion in growth. By contrast, TV, the second-largest contributor of new global ad spend during the period, is now predicted to contribute $25.6 billion, down from $31.1 billion in the April forecast.
About the Data: ZenithOptimedia’s global forecasts are based on an analysis of 77 markets. Print advertising projections are based only on advertising within printed editions of publications, not on their websites on in tablet editions or mobile applications, all of which are picked up in the internet category.