Global Internet advertising spend closing in on TV as marketers continue to switch focus

Mobile advertising will lead the growth in advertising spend over the next three years as the internet continues to close the gap on TV as the most dominant medium for marketers, according to ZenithOptimedia’s latest global ad spend report.

Global advertising has been forecast to rise 4.2 per cent this year to US$531b, accelerating to five per cent in 2016 before slowing again in 2017 to 4.3 per cent.

In Australia, US$12.3bn is expected to be spent on advertising by 2017, up from $US$11.5bn in 2o14.