A survey of the global advertising market by ZenithOptimedia has painted a picture of steady recovery after concluding that growth is likely to hit 3.5 per cent in 2013, followed by 5.1 per cent in 2014 and 5.8 per cent in 2015.
The data was compiled for the ROI Agency’s latest Advertising Expenditure Forecast, which specified internet advertising as the main driver of future growth.
Looked at specifically ZenithOptimedia anticipate that internet advertising will grow by an average of 15 per cent a year through to 2015, contributing a hefty 66 per cent of growth to global ad expenditure.
Mobile remains out in front as the fastest growing component of internet advertising, expanding by an estimated 67 per cent in 2013 and averaging 51 per cent a year between 2012 and 2015 owing to the explosion in smartphone and tablet sales.
Steve King, CEO, Worldwide, ZenithOptimedia, said: “The global advertising market is continuing to show steady growth on its path of recovery. Internet advertising is driving adspend growth, and after several years of market expectation, mobile is at the forefront of this. Mobile devices are now integral parts of the lives of many consumers around the world, but still present huge untapped potential for marketers to engage with consumers in a personal, interactive and highly effective way.”