Over 30% of advertising spend to be mobile in 2020

In 2020 mobile advertising will account for 30.5% of global adspend, an expected growth of 21% per year and taking market share from almost all other media.

According to Zenith’s latest adspend forecasts, published today, that’s up 11.3% from 2017, following a growth in mobile adspend last year of 35%.

Mobile advertising expenditure is expected to equate $187bn in 2020 – more than twice the $88bn forecast to be spent on desktop advertising and just $5bn behind the $192bn to be spent on TV.

Zenith forecasts that, at its current rate of growth, mobile will overtake TV in 2021.

In 2017 total global advertising expenditure grew 4.2%, remaining within the 4-5% range it has stayed within since 2011. The trend is expected to continue, with a predicted growth of 4.5% this year, 4.2% for 2019 and 4.3% for 2020.

“The mobile device in our pockets is becoming the gateway to our media world, but its brand-building capabilities are still in question – simply applying old practices to new technology may not translate to brand growth,” said Vittorio Bonori, Zenith’s global brand president.

“Having a clear understanding of how the entire ecosystem of paid, owned and earned media works together to drive return on investment is vital.”