According to the eye-opening findings of a new ZenithOptimedia report, mobile internet advertising will overtake newspaper advertising in 2016 (accounting for 12.4% of global adspend while newspapers account for 11.9%).
These findings and more are documented in ZenithOptimedia’s new Advertising Expenditure Forecasts.
All told, mobile internet will be the third-largest advertising medium, behind television and desktop internet. Mobile advertising will grow 38% in 2016 to $71 billion, while newspaper advertising will shrink 4% to $68 billion.
Mobile advertising remains the driving force behind the growth of the entire advertising market, contributing 83% of all new ad dollars between 2014 and 2017.
“Mobile technology is rapidly transforming the way consumers across the world live their lives, and is disrupting business models across all industries,” says Steve King, ZenithOptimedia’s CEO. “We are now witnessing the fastest transition of ad budgets in history as marketers and agencies scramble to catch up with consumers’ embrace of the mobile way of life.”