The latest forecast from ZenithOptimedia shows that global ad spending is healthy again due in large part to increased adoption of digital media. Digital media is set to rake in over 28 percent of ad spending by 2016, a number that includes both mobile and desktop. This will have increased ad spending in this area by 7 percent since 2013, a large gain in just 3 years’ time.

Of course, the increased attention to digital means that things aren’t looking so hot for traditional media. Print is forecasted to be the hardest hit, dropping 5.2 percent to 19.6 percent of total ad spend. TV, still the largest category looks to lop off 1.3 percent of ad spend to bring it down to 38.3 percent share of ad spend.

In general, however, global ad spend is predicted to grow by 6 percent in just a few years.


Source: MediaPost