Report: Global digital advertising spend propelled by ad tech innovations

A new global report from ZenithOptimedia says programmatic buying and more interactive Internet ad units are helping buoy spend

A new global report from ZenithOptimedia claims digital advertising technology developments are helping to push global advertising market growth to 5.3 per cent in 2014.

The new Advertising Expenditure Forecasts report predicts global ad spending will reach US$523 billion this year, with Internet advertising the fastest growing segment at an annual growth rate of 17.1 per cent. In terms of share, Internet advertising is expected to represent 23.6 per cent of global advertising budgets in 2014, surpassing the combined share of newspapers and magazines for the first time.

Mobile Internet advertising, however, is the fastest growing space. It is forecast to increase by 67 per cent this year and account for 20 per cent of all Internet advertising. ZenithOptimedia expects mobile to climb to 25 per cent in 2015 and 30 per cent in 2016.

More widely, mobile advertising should rise to US$35 billion between 2013 and 2016 and account for 42 per cent of all extra advertising spend added to the market over that three-year period, the report stated.

The agency attributed the strong rise in digital spending to more interactive digital advertising options such as billboards, filmstrips, pushdowns and sidekick ad units, as well as improved management platforms like programmatic buying.

Related: programmatic advertising: Digital marketing’s saviour or real-time headache?

Growth is also being driven by a wider spectrum of companies than traditional media including digital specialists, tech companies and direct advertisers, the report stated.

“Internet advertising is expanding rapidly as new technology makes it easier for advertisers to reach the right people at the right time with the right message at an efficient price,” commented ZenithOptimedia’s CEO for worldwide, Steve King.

“The spread of ever more sophisticated mobile devices will help this expansion continue, sustaining steady growth in global ad spend for the next few years.”

However, the global projections are just slightly off forecasts in June, a readjustment the report said was due to tensions in Russia and the West over the Ukraine crisis.

By 2018, ZenithOptimedia predicts the Web to account for 28.6 per cent of global ad spend, narrowing the gap with TV from 15.9 percentage points to 9.9 over that period.

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook:, or check us out on Google+:

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

People in vegan houses shouldn't throw bacon

Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?

Abbie Love

Strategist, Ikon Communications

The role of the CMO is evolving: Are you keeping up?

My (amazing) vacation in the Galapagos Islands earlier in the year got me thinking about Charles Darwin and his theory of evolution. What does this have to do with the role of today’s CMO, you ask? Plenty.

Sheryl Pattek

Vice-president, executive partner

Getting your business ready for the Entrepreneurial Consumer

We all know the digital revolution has completely transformed the way consumers are interacting with brands, and that a lot of businesses are finding it hard to catch up. One way to closing this brand gap is to understand consumer behaviour and build a brand experience that meets these new needs.

Pip Stocks

CEO and founder, BrandHook

It’s excellent aiming to resurrect the complete within the hearts and minds of connected customers, moreover because the terribly relevan...

CMO Interview: How Kodak’s global CMO is bringing the brand back from the brink

Read more

Great to see ActiveCampaign's growth funded with some serious money.As a platform, it's up there with the usual suspects in terms of feat...

Lawrence Ladomery

CMO's top 10 martech stories for the week - 13 October

Read more


Kerry Edwards

Open Colleges taps into social for better student interaction

Read more

Or just go to sites like www.shopsthatshiptoaustralia.c... and others and be sure that the stores will send to where you live :-)


Why online shopping is like dating – RedBalloon CEO

Read more

Personalisation is the key. Customers demand a very relatable and well defined CX where the sincerity and understanding of their disposit...

Hitesh Parekh

In pictures: Improving cutomer experiences through smart personalisation

Read more

Latest Podcast

More podcasts

Sign in