Mobile technology fuels ad spend as Zenith Optimedia predicts strongest sustained growth for ten years
Zenith Optimedia has said that advertising is set to see the strongest sustained period of growth in ten years, due to the growth of mobile technology.
Zenith Optimedia’s latest advertising expenditure forecasts predict that global adspend will grow from 3.6 percent to 5.3 percent in 2014.
“The principle engine of this growth will be mobile technology, which is expanding the space for media consumption,” the group said in a statement announcing the results.
“Mobile technology is creating new opportunities for marketers to connect with consumers. Combined with the continued rise of young, dynamic markets, this will spur healthy and sustained growth in global adspend over the next three years,” said Steve King, ZenithOptimedia’s CEO, Worldwide.
It said that the growth in global adspend next year will come from the continued steady improvement in Europe and the three ‘semi- quadrennial’ events: the Winter Olympics, the football World Cup, and the mid-term elections in the US.
“Mobile is now 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 group continued.
It adds that the world’s rising markets currently account for 35 percent of global adspend, but are expected to contribute 61 percent of adspend growth between 2013 and 2016.
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Zenith, part of the Publicis Groupe, is one of the world's leading global media services agencies.
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