Mobile responsible for 37 per cent of ad market

Mobile marketing is expected to account for one third of advertising spend growth this year, according to mobilemarketingmagazine.com.

Research from ZenithOptimedia has predicted 77 per cent growth in mobile advertising spending, to hit £8.86 billion.

This works out at just 2.8 per cent of total expenditure across the world but is still considered to be a market that is going from strength to strength.

By 2015, it’s predicted that mobile advertising will be at $33.1 billion (£20.44 billion).

Thedrum.com reports that the rate of growth throughout 2013 has stayed at the same rate as the previous year, despite the year not featuring big, global events like the Olympics.

The advertising market is due to grow by 3.5 per cent this year, with even bigger rates predicted for the next couple of years.

2014 is expected to see growth of 5.1 per cent, with the figure rising to 5.9 per cent in 2015.

CEO of ZenithOptimedia, Steve King pointed out that the stability of global spend on advertising showed that recovery was happening and the market would continue to strengthen in the future.

Emerging market growth has been revised from seven per cent to 7.6 per cent since June, with the eurozone market expected to come back into positive figures by next year.