Commentary
Mobile Ads 3rd After TV and Desktop In 2017
- by Jack Loechner , Staff Writer @mp_research, October 23, 2015
According to recent projections from ZenithOptimedia, reported by Avaz Nanji, mobile ad spend will leapfrog radio, magazine, outdoor, and newspaper spend by 2017, making mobile the world’s third-largest medium after television and desktop,
Mobile's total ad spend will rise to $89.5 billion by 2017 from $29.8 billion in 2014, which will account for 44% of Internet expenditure and 15% of all expenditure, says the report. Television is expected to remain the largest medium through 2017. However, its share of global ad spend is projected to decline as digital channels grow more quickly.
Share of Global Ad spend by Medium (% of Total) | ||
| Share of Total | |
Medium | 2014 | 2017 |
Television | 38.8% | 35.9% |
Desktop Internet | 19.8 | 19.1 |
Mobile Internet | 5.7 | 15.0 |
Newspapers | 14.5 | 11.0 |
Magazines | 7.2 | 5.7 |
Radio | 6.7 | 6.1 |
Outdoor | 6.8 | 6.6 |
Cinema | 0.6 | 0.7 |
Source: ZenithOptimedia, October 2015 | ||
Mobile is expected to be the main driver of global ad spend growth in the coming years; the forecasts show mobile to contribute 83% of all additional spend between last year and 2017. Television and desktop Internet are projected to be the second- and third-largest contributors, respectively, accounting for 15% and 13% of new ad expenditure.
Contribution to Global Growth in Adspend (2014-2017; US$ million) | |
Medium | Global Ad spend (2014-2017 $mm) |
Mobile Internet | $59,691 |
Television | 10,861 |
Desktop Internet | 9,563 |
Outdoor | 3,556 |
Radio | 1,191 |
Cinema | 972 |
Magazines | -3,481 |
Newspapers | -10,710 |
Source: ZenithOptimedia, October 2015 | |
The report predicts global ad expenditure overall will increase 5% in 2016 and 4.4% in 2017, with the largest growth in spend coming from Latin America and parts of Asia.
Growth of Advertising Expenditure and GDP (2015-2017; %) | ||
Year | GDP | Ad spend |
2015 | 4.7% | 4.0% |
2016 | 5.9 | 5.0 |
2017 | 6.1 | 4.4 |
Source: ZenithOptimedia, October 2015 | ||
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Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.
So what conclusions, if any, are to be drawn from these estmates? Since all types of "advertising" dollars are lumped together, small wonder that "digital" is making great gains. But how many of the digital dollars are for ads being delivered to bots---or not delivered at all? And how many are for "branding" campaigns? Anyone care to comment?