Mobile continues to be one of the most dominant forces driving digital ad spend around the world, as a recent report by ZenithOptimedia reveals that it is forecast to account for more than a quarter of all online ad budgets by 2015.
In 2012, advertising on mobile and tablet devices accounted for just 9.5% of global online ad spending, making up 1.7% of all media advertising. Over the next two years, that figure is expected to rise to 6% of all media advertising.
The data from ZenithOptimedia’s latest report reveals that global ad expenditure is growing at a steady rate of 3.5%, with the firm forecasting the total to hit around $503 billion by the year’s end.
From a global perspective, it appears that mobile advertising is finally beginning to reach its potential, with spend growing seven times faster than on desktop, according to data within the report.
ZenithOptimedia CEO Tim Jones commented: “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.”
While mobile ad spending’s rapid growth is expected to level out over the coming years, growing by a reported 77% in 2013, 56% in 2014 and 48% in 2015, it will continue to grow at a much greater rate than overall internet spending, which is to sit around 10%.