The Internet will be the biggest advertising medium in 12 key markets (together representing 28% of global adspend) by 2017, according to ZenithOptimedia’s new Advertising Expenditure Forecasts.
In four of these markets internet advertising will attract more than half of total adspend. Globally the internet will remain in second place, behind television, though the gap between the market shares of the two media will shrink from 11 percentage points this year to just four in 2017.
The Internet was already the dominant medium in seven markets last year – Australia, Canada, Denmark, Netherlands, Norway, Sweden and the UK – and by 2017 will dominate another five – China, Finland, Germany, Ireland and New Zealand. The Internet’s market share will exceed 50% in the UK this year, in Denmark and Sweden next year, and in China in 2017.
Mobile advertising will drive the growth. Between 2014 and 2017 ZenithOptimedia forecast that mobile will more than double its share of global adspend, from 5.1% to 12.9%. Desktop Internet’s share will remain stable, changing from 19.3% in 2014 to 19.4% in 2017, while every other medium will lose share to mobile. Mobile is also the driving force behind the growth of the whole market, and will contribute 70% of all global adspend growth between 2014 and 2017.