Global ad spend rise driven by mobile as desktop stagnates

Global ad spend is predicted to rise 4.4% to $561bn this year, finds Warc in its Global Adspent Outlook.

Much of the growth will be driven by mobile. The report finds that global advertising spend on desktop has stagnated at around $112bn, and is likely to decline from this year onwards.

Instead it will be mobile formats which drive growth in online advertising investment in the coming years. The forecast $90bn spend on mobile advertisements worldwide in 2017 is a near doubling from the estimated $48bn spent in 2015.

Warc predicts that, by 2017, marketing budgets will be more aligned with media consumption trends with $40bn being spent on search, $28bn on social and $10bn on video.

"Despite an air of economic uncertainty, consumer spending will rise globally both this year and next, and with it the level of advertising investment aimed at influencing the flow," says Warc research analyst James McDonald. "While the digital trend evolves, TV spot, an industry staple, will see record levels of investment this year as brands vie to secure ad space during major events such as the Summer Olympics and Euro 2016 football tournament."

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Tags: ad spend, advertising, global, marketing, research