Mobile marketing to drive global advertising spend

New data has forecast that mobile marketing is set to be behind a surge in advertising spending.

The prediction was made by market research firm Zenith in its Advertising Expenditure Forecasts. It claimed that advertising expenditure would reach 5.8 per cent by 2015.

Spending on advertising has already exceeded targets for this year. It was predicted to rise by 3.5 per cent, back in September, however current targets show it is on course to rise by 3.6 per cent. The predicted target for 2014 is 5.3 per cent growth, according to Zenith.

Talking about how mobile was the drive behind these increases, Steve King, chief executive of Zenith, told afr.com: “Mobile technology is creating new opportunities for marketers to connect with consumers.”

He continued: “Combined with the continued rise of young, dynamic markets, this will spur healthy and sustained growth in global adspend over the next three years.”

The forecast also predicts that mobile technology would be responsible for 36 per cent more being spent on ad expenditure between 2013 and 2016.

Data from agencies in 80 different countries was used to determine the results. Zenith is the forecasting arm of the Publicis Groupe, which is the third-largest advertising company in the world when it comes to sales.