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Global ad expenditure is expected to grow 4.2% globally in 2015, reaching $531 billion by the end of the year, according to a June forecast from ZenithOptimedia.

As part of anticipated global advertising trends, "Fast-track Asia" (China, India, Indonesia, Malaysia, Pakistan, Philippines, Taiwan, Thailand, and Vietnam) is expected to record the biggest increase in ad spend growth this year of any region (9.4%), followed by Latin America (8.2%).

Eastern Europe/Central Asia is the only region where ad spend is expected to decline in 2015 (-8.5%), in large part because of a drop in oil prices and sanctions against Russia.

Below, additional key insights from the report.

Share of Spend

Television remains the biggest the advertising medium, garnering 39% of global spend in 2014; TV ad spend is forecast to grow an average of 2% a year through to 2017.

Contributors to Global Advertising Trends and Growth

Mobile is expected to be the main driver of global ad spend growth over the next few years; ZenithOptimedia forecasts mobile to contribute 70% of all the extra ad spend between 2014 and 2017 (excluding markets where the company does not have a breakdown by medium).

Television and desktop Internet are expected to be be the second- and third-largest contributors, respectively, accounting for 20% of new ad expenditure each.

Ad spend on newspapers and magazines is expected to to shrink a combined $12 billion between 2014 and 2017.

About the research: ZenithOptimedia's Advertising Expenditure Forecasts report contains forecasts of advertising expenditure by medium for 80 countries. It has been published continually since 1987.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji