• by Richard Whitman , Columnist, September 14, 2015

According to the latest information from ZenithOptimedia's Advertising Expenditure Forecasts, mobile Internet advertising will overtake newspaper advertising next year, accounting for 12.4% of global ad spend while newspapers will account for 11.9%. Mobile will become the third-largest advertising medium behind television and desktop internet. Mobile advertising will grow 38% in 2016 to $71 billion while newspaper advertising will shrink 4% to $68 billion. Mobile now accounts for 83% of all new ad dollars between 2014 and 2017.

Desktop Internet advertising will continue to grow but will lose market share this year, dropping from 19.8% of global ad spend in 2014 to 19.4%. By 2017 ZenithOptimedia forecasts desktop Internet to account for 19.1% of global ad spend. Meanwhile mobile Internet advertising’s share of the global ad market will rise from 5.7% in 2014 to 15.0% in 2017. 

Overall, Internet advertising will account for 34.0% of global ad spend in 2017, a bit behind television’s 35.9%. At this rate of growth, ZenithOptimedia predicts internet advertising will overtake television in 2018.

Print ad spend continues to decline across most of the world as it has done since 2008. ZenithOptimedia predicts newspaper ad spend will shrink by an average of 4.9% a year through to 2017, while magazine advertising will shrink by 3.2% a year. Their combined share of global ad spend has fallen from 39.4% in 2007 to 19.6% this year, and it is expected to fall further to 16.7% by 2017.

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