Overall, mobile ads account for just 2.7 per
cent of global ad spend in 2013 but are likely to rise to 7.7 per cent of the
market by 2016, overtaking radio, magazines and outdoor ads.
Automated ad buying technologies are also are forecast to gain traction. Interpublic’s MagnaGlobal thinks ad spending funnelled via such systems will increase to $32bn in 2017, up from $12bn this year.
Forecasts for global ad spending vary, as lingering economic uncertainty clouds the outlook. ZenithOptimedia estimates global spending will increase 5.3 per cent in 2014 to $532bn, while GroupM has cut its growth estimate back to 4.6 per cent, from 5.1 per cent previously, to $531bn.
Automated ad buying technologies are also are forecast to gain traction. Interpublic’s MagnaGlobal thinks ad spending funnelled via such systems will increase to $32bn in 2017, up from $12bn this year.
Forecasts for global ad spending vary, as lingering economic uncertainty clouds the outlook. ZenithOptimedia estimates global spending will increase 5.3 per cent in 2014 to $532bn, while GroupM has cut its growth estimate back to 4.6 per cent, from 5.1 per cent previously, to $531bn.
