The December 2017 forecast was based on Zenith's global advertising data for past years as well as spend projections through 2020.
Zenith forecasts that advertising expenditure will lag global GDP growth over the next few years, increasing around 4% per year through 2020.
Zenith forecasts that total global advertising expenditure will increase by $72 billion by 2020.
The United States is expected to account for 27% of additional ad expenditure, and China is expected to account for 20%.
Mobile advertising is expected to account for 65% of Internet expenditure and 29% of total ad expenditure in 2020—more than all traditional formats, except for television, put together.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. 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