ZenithOptimedia report: Mobile advertising will overtake newspaper in 2016

Mobile internet advertising will overtake newspaper advertising in 2016, accounting for 12.4% of global adspend while newspapers account now for 11.9%, according to ZenithOptimedia’s new Advertising Expenditure Forecasts. According to the report, mobile internet will be the third-largest advertising medium, behind television and desktop internet. Mobile advertising will grow 38% in 2016 to US$71 billion, while newspaper advertising will shrink 4% to US$68 billion. Mobile advertising remains the driving force behind the growth of the entire advertising market in general terms, contributing 83% of all new ad dollars between 2014 and 2017. According to the report, global adspend will grow 4.0% this year to reach US$554 billion.