The internet is the fastest-growing advertising medium, and despite not being the largest global ad medium, will contribute easily the most to spending growth, according to a new forecast from ZenithOptimedia. 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. Fueling that increase will be mobile advertising, with spending predicted to increase by $24.8 billion in that time period, relatively on par with TV’s contribution ($26 billion) to growth.
That’s a fairly remarkable result, given TV’s dominance in the global advertising market (leading 40% share last year) and mobile’s current fractional role (1.7% share of spending last year). Mobile advertising expenditures are expected to grow by 77% this year, 56% next year, and 48% in 2015, while desktop internet advertising should grow by 10% annually. Read the rest at MarketingCharts.