Global ad spend to rise 4.7% in 2016: ZenithOptimedia

  • TECH
  • Wednesday, 09 Dec 2015

Mobile swing: Zenith predicts that in 2016 mobile Internet advertising will overtake newspaper advertising for the first time.

LONDON: Global spending on advertising will accelerate to 4.7% next year, helped by the United States presidential elections, the summer Olympics and the UEFA soccer championship in Europe, ZenithOptimedia said. 

The ad trend forecaster, which is owned by France's Publicis, said spending would reach US$579bil (RM2.48tril) by the end of the year, with growth 0.8 percentage points ahead of 2015. 

Mobile platforms like smartphones and tablets will grab the vast majority of additional ad spending in 2016 and in the following two years, it said on Dec 7. 

Mobile will account for 87% of all the new ad dollars in the global ad market in the period to 2018, it said, adding that mobile spending will more than double in the next three years to US$114bil (RM488.71bil), putting it ahead of all other media except television. — Reuters

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