Notes: The $31.6 billion in additional mobile ad spend is actually marginally less than Zenith Optimedia’s previous forecast, while TV’s forecast has been slightly upgraded. Nevertheless, mobile will be the prime contributor of new ad spending (accounting for 35% of it), and will grow to account for 7.6% of total ad spend in 2016. Meanwhile, by that time, desktop internet spending will have grown to rival print (magazines and newspapers combined) in share of total ad spend (19.5% and 20.1%, respectively).
About the Data: The 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.