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Global digital ad spend to accelerate in 2017

Global digital media ad spend is set to continue expanding, with 2016’s 27 per cent of the overall share of the ad market forecasted to expand to 29.3 per cent in 2017, according to a forecast from media agency Carat.

Digital is listed for growth of 15 per cent in 2016 and 13.6 per cent in 2017 as mobile technology, ad products and targeting all chase a state of higher functionality.

The growth is being driven by mobile (30.1 per cent in 2017), online video (31.2 per cent) and social media (25.2 per cent).

The increased ad spend will be fuelled by major media milestones such as the US presidential elections, the Rio 2016 Olympics and Paralympics, and the Uefa Euro 2016 football.

The UK digital advertising landscape is set to grow at 12.8 per cent in 2016 and 12.2 per cent in 2017, while online video growth is at 21 per cent driven by mobile video growth of 31.0 per cent.

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