The internet is forecast to command nearly 40 per cent of the advertising market, overtaking television, by 2018 thanks to the rise of spending on the mobile market.
Television, newspapers, magazines and radio are all set to see their share of the global market fall, collectively from 62.7 per cent to 54.4 per cent, between 2015 and 2018.
And mobile adspend, which is forecast to overtake desktop advertising next year, is expected to increase its share from 10.4 per cent last year to 22.4 per cent. Desktop spend’s share, will fall from 19.5 per cent to 16 per cent, according to Zenith’s Advertising Expenditure Forecasts report, out today.
Mobile adspend is expected to grow by $74.9bn (£51.1bn) between 2015 and 2018. Desktop adspend is expected to fall by $7.2bn over the three-year period, with its share of the market shrinking from 19.5 per cent to 16 per cent.
Television is expected to grow by $5.5bn, but will see its share of the market shrink from 36.9 per cent to 33.7 per cent.
Newspapers are expected to see the biggest fall in adspending between 2015 and 2018, $9.2bn. Their share of the market, meanwhile, is expected to fall from 12.6 per cent to 9.6 per cent. According to Zenith, their share in 2005 was 29 per cent.
The total internet share by 2018 is expected to be 38.4 per cent, up from 29.9 per cent.
The UK was ranked as the second most advanced country for mobile advertising after China by Zenith.
In the UK, mobile is expected to account for more than half (51 per cent) of internet advertising this year. It will also account for 28 per cent of total UK advertising expenditure this year and 39 per cent in 2018.
Globally, Zenith expects $99.3bn to be spent on mobile internet advertising in 2017, compared with $97.4bn on desktop.
“China’s advertisers are leading the way in adapting to the rise of mobile technology,” said Jonathan Barnard, head of forecasting at Zenith.
“In China, mobile advertising is already the most important medium, and brand communications are mobile first. It’s only a matter of time before the rest of the world catches up.”