The rapid development of the technology associated with digital advertising will help the global ad market to grow 5.3% in 2014, 3.9% over 2013. The growth will remain strong over the next two years, with 5 , 3% in 2015 and grow to 5.9% in 2016.
According to new forecasts on advertising investment of ZenithOptimedia, we anticipate that global ad spending will grow 5.3% to 523 billion US $ over this year. Internet advertising is undoubtedly the fastest growing medium, and we expect to increase 17.1% this year, while improving the digital advertising technology makes Internet advertising is cheaper and effective. This growth is driven not only by the traditional media companies but also by digital experts, technology companies and advertisers.
The new technology is improving most digital advertising disciplines.Improved, such as? Rising Stars’ identified by the IAB (Interactive Advertising Bureau) in the US, advertising formats make the display more interactive and flashy, with more likely that consumers see, remember and interact more with these than the old formats.
Meanwhile programmatic buying evolves to allow more sophisticated and efficient targeting of display hearings, reaching generate a better brand building. ZenithOptimedia expects that traditional display advertising will grow an average of 15.8% a year between 2013 and 2016, compared with 12.3% a year recorded between 2010 and 2013. The display social networks is growing much faster, to an average of 29.9% per year between 2013 and 2016, with advertisers taking advantage of the boom in the use of mobile social networks, and the ability to reach the public through desktop and mobile. As the online video comes to smartphones, tablets, game consoles and connected TV, this gives advertisers a variety of new opportunities to connect with consumers: therefore predicted that online video will grow 24.2 % per year between 2013 and 2016.
The search is being driven by the use of tools that have already been tested on display, making it addressable, since the platforms give advertisers more control over where, when and who display their ads, and also enabling the retargeting of consumers they have previously visited the website of an advertiser. We believe that these improvements will help maintain its average growth rate of 14.0% per year over the next three years, up slightly from 13.5% in the previous three years.
ZenithOptimedia expects online advertising represents 23.6% of global advertising budgets this year, surpassing for the first time to display advertising (newspapers and magazines, 22.7%). For 2016 we expect internet represents 28.3% of global ad spending, thus shortening the gap with market share between this and the television, the dominant medium par excellence, of 15.9 percentage points to only 9 9.
Mobile, the advertising industry with the fastest growth
Internet advertising on mobile devices (i.e. all those Internet ads sent to smartphones and tablets, whether display, search and advertising within the app) it is by far the advertising industry with the fastest growth. This growth is driven by the rapid adoption by consumers of mobile technology and the introduction of better advertising formats that allow advertisers to engage users in a creative way, without interrupting your browsing as did older formats. We hope this year to grow by 67%, seven times faster than Internet advertising in desktop computers, and representing 20% of total Internet advertising. We anticipate that its share of Internet ad spending will grow by 25% in 2015 and 30% in 2016, the same rate as mobile devices continue to proliferate and diversify.
Mobile advertising is by far the largest contributor to growth in global ad spending. We expect this to grow about 35 billion dollars between 2013 and 2016, representing 42% of all the extra advertising spending added to the market, followed distantly by TV (30%) and advertising on desktops (28%) respectively.
Steve King, CEO World ZenithOptimedia has stated that “Internet advertising is expanding rapidly thanks to new technologies make it easier for advertisers to reach their target audience, at the right time with the right message at a competitive price. The proliferation of increasingly sophisticated mobile devices will help make this expansion to continue, with steady growth in advertising spending in the coming years.”