Mobile is expected to drive advertising growth over the next three years
According to ZenithOptimedia’s new Advertising Expenditure Forecasts, mobile is the main driver of global adspend growth. « This the first time in the past 20 years that a new platform is expanding overall media consumption without cannibalising any of the other media platforms », the agency group said in its forecast.
ZenithOptimedia predicted that mobile will contribute 36% of all the extra adspend between 2013 and 2016. TV will be the second largest contributor, accounting for 34% of new ad expenditures, followed by desktop internet at 25%
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