1. Internet advertising to drive global ad spend: Zenith

Internet advertising to drive global ad spend: Zenith

Surging growth in advertising via mobile phones and tablet computers will help Internet advertising overtake television as the dominant medium for global ad spending by 2017, a leading media buyer forecasts.

By: | Published: June 22, 2015 10:50 AM

Surging growth in advertising via mobile phones and tablet computers will help Internet advertising overtake television as the dominant medium for global ad spending by 2017, a leading media buyer forecasts.

Zenith Optimedia, owned by advertising agency Publicis , said on Monday that it expects mobile advertising – via smartphones, iPads and other tablet computers – to more than double its share of global ad spending between 2014 and 2017, to 12.9 percent. It would contribute 70 percent of growth in all advertising spending over that period.

It defines global spending as spending across the 12 biggest advertising markets worldwide.

“The Internet is quickly establishing itself as the dominant advertising medium, and on current trends will overtake television by the end of the decade,” said Zenith Optimedia CEO Steve King.

“The amount of time viewers spend watching online video on their laptops, tablets and smartphones is increasing rapidly, and advertisers are shifting their budgets online to follow them,” he said.

The forecasts, based on media buying and planning trends detected by the company’s local offices or affiliates, see the Internet becoming the dominant medium in China, Finland, Germany, Ireland and New Zealand in the next two years.

It is already the largest advertising medium in Australia, Canada, Denmark, the Netherlands, Sweden and Britain.

Zenith also said it expects global advertising expenditure to grow by 4.2 percent in 2015 to $531 billion in 2015, down 0.2 percent from its earlier March forecast.

It said the downward revision was due to advertisers in Latin America being restrained by low prices for oil and other export commodities as well as economic weakness in Brazil.

The company raised its growth forecast for the euro zone to 2.0 percent this year, up slightly from 1.6 previously, but noted not all markets were in recovery yet.

Growth in advertising spending in Finland and France are expected to slow slightly this year, while Greece, which rebounded 7.9 percent last year, is expected to grow by just 0.5 percent as its worsening debt crisis creates caution.

Get live Stock Prices from BSE and NSE and latest NAV, portfolio of Mutual Funds, calculate your tax by Income Tax Calculator, know market’s Top Gainers, Top Losers & Best Equity Funds. Like us on Facebook and follow us on Twitter.

  1. Ilya Geller
    Jun 25, 2015 at 12:20 am
    Being structured advers can search for people by themselves. This guarantees absolutely unprecedented precision of targeting: ads can reach only the people which want to see and read them. I discovered and patented how to structure any data: Language has its own Internal parsing, indexing and statistics and can be structured internally. For instance, there are two sentences: a) 'Sam!’ b) 'A loud ringing of one of the bells was followed by the appearance of a smart chambermaid in the upper sleeping gallery, who, after tapping at one of the doors, and receiving a request from within, called over the balustrades -'Sam!'.' Evidently, that the 'Sam' has different importance into both sentences, in regard to extra information in both. This distinction is reflected as the phrases, which contain 'Sam', weights: the first has 1, the second – 0.08; the greater weight signifies stronger emotional ‘acuteness’. First you need to p obtaining phrases from clauses, restoring omitted words, for sentences and paragraphs. Next, you calculate Internal statistics, weights; where the weight refers to the frequency that a phrase occurs in relation to other phrases. After that data is indexed by common dictionary, like Webster, and annotated by subtexts. This is a small sample of the structured data: this - signify - : 333333 both - are - once : 333333 confusion - signify - : 333321 speaking - done - once : 333112 speaking - was - both : 333109 place - is - in : 250000 To see the validity of technology - pick up any sentence. Do you have a pencil? The structured data does not need intermediates, like search engines or on-line traders, Google, Amazon, eBay, etc. I changed the way advers work.

    Go to Top