We know that advertising appearing on mobile devices like smartphones and tablets is a growing market. But the latest estimates show mobile is creating an even rosier picture than expected. A report by ZenithOptimedia estimates that global advertising growth across all platforms (not just electronic) could accelerate to 5.8% by 2015.
The growth for global advertising will be 3.6% by the end of the current year. Growth for 2014 will jump to 5.3%, and 2015 will see a more humbly accelerated 5.8% growth. Beyond that, ZenithOptimedia didn’t make any projections.
The report suggested that growth would be mostly spurred by advances in mobile technology. Between now and 2016, ZenithOptimedia believes, the mobile industry will become friendlier and friendlier to advertising, both technologically and culturally. (This is exemplified in Google’s steady push into every crease and crevice of the Google ecosystem — and beyond.)
ZenithOptimedia is a wing of the third-largest advertising giant in the world, Publicis Groupe. A competing firm was somewhat less optimistic about the 2013 and 2014 growth estimates. GroupM, which is part of the largest ad firm in the world, WPP, reported that this year’s ad spending growth will be 3.3% while next year’s will be 4.6%. Previously it projected 2014 growth to be 5.1%. The take-home point here is that both companies are expecting accelerating growth over the next few years.