Mobile drives up global adspend
Global adspend in 2016 is expected to increase by 4.4% to $561bn, according to the latest forecast from Warc that also predicts mobile will be the prime driver of online growth over the coming years.
While global adspend on desktop internet has stagnated at around $112bn – and is likely to decline further from this year onwards – Warc calculates that $90bn will be spent on mobile-specific ads in 2017, or 44% of all online ad investment.
Advertising budgets allocated to both mobile social formats and mobile video are also growing rapidly around the world and they are expected to be worth $28bn and $10bn respectively in 2017. Meanwhile, adspend on mobile search is rocketing and is on course to reach $40bn by the end of next year, a near doubling from 2015’s level.
However, despite the rapid gains being made by mobile spend, the report forecasts that overall global adspend growth will ease to 3.7% next year with almost all regions witnessing a slowdown.
Warc’s global adspend outlook is based on actual advertising expenditure across 93 markets, collected via an annual survey of monitoring organisations and ad industry bodies, and combined with broader GDP and consumer spend forecasts from the OECD and IMF.