Mobile will be the prime contributor of new ad spending (accounting for 35% of it), and will grow to account for 7.6% of total ad spend in 2016.
Word-of-mouth emerges as most influential, with TV ads leading the way among paid media.
Global ad spending across major media grew by 3.2% year-over-year during the third quarter of 2013.
Global ad spending will increase by 5.2% this year, a significant uptick from the predicted growth of 3.2% for 2013, but a slight cut from a prior forecast of 5.4% growth.
ZenithOptimedia predicts mobile advertising will generate more new ad spending ($31.8 billion) than TV ($29.8 billion) from this year through 2016.
Global ad spending across major media grew by 2.8% year-over-year in the first 6 months (H1) of this year, with faster growth noted in Q2 (3.5%), particularly in June (5.8%).
Between 2012 and 2015, online ad spending should increase by $47.6 billion, or about two-thirds of the $71.7 billion in projected growth.
Warc believes that global expenditures will now increase by 3.4% as opposed to an initial assessment of 4% growth made in January.
By 2015, the internet should account for 23.4% of global ad spending, details Zenith Optimedia in a new forecast.