Growth in global advertising spending will accelerate to 5.8 percent a year by 2015, driven by demand for marketing via mobile devices and a broad-based economic recovery, a market research group forecast on Monday.<\/p>\n
ZenithOptimedia said spending on advertising was expected to rise by 3.6 percent this year, an upward revision from its September forecast of 3.5 percent.<\/p>\n
Advertising spending will then increase by 5.3 percent in 2014 and by 5.8 percent in 2015 and 2016, said Zenith, the forecasting unit of Publicis Groupe, the world’s third-biggest advertising company by sales.<\/p>\n
Zenith compiled its Advertising Expenditure Forecasts by aggregating data from leading media owners and advertising agencies in 80 countries.<\/p>\n
“Mobile technology is creating new opportunities for marketers to connect with consumers,” said Steve King, Chief Executive of Zenith.<\/p>\n
“Combined with the continued rise of young, dynamic markets, this will spur healthy and sustained growth in global adspend over the next three years.”<\/p>\n
Zenith predicts mobile technology will contribute 36 percent of the extra ad spend between 2013 and 2016.<\/p>\n
Next year’s Winter Olympics, soccer World Cup and U.S. mid-term elections will also boost ad spending, it said.<\/p>\n
A separate report published by GroupM, part of WPP the world’s largest advertising company, revised its worldwide advertising spending growth forecast for 2014 downward to 4.6 percent, giving a total of $531 billion, from growth of 5.1 percent predicted earlier this year.<\/p>\n
It blamed economic gridlock in the United States and persistent financial crisis in the eurozone for the revision.<\/p>\n
GroupM predicted that 2013 worldwide advertising spending will hit $508 billion, a 3.3 percent increase over 2012 spending.<\/p>\n
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