The report was based on Zenith global advertising 2017 data as well as projections through 2020.
Zenith estimates global expenditure on mobile advertising was $107 billion in 2017, accounting for 53% of total Internet ad expenditure and 20% of total advertising expenditure.
Zenith forecasts mobile advertising will account for 66% of Internet ad expenditure in 2020 and 29% of all ad expenditure.
Combined spend on desktop and mobile advertising already surpasses television ad spend, the analysis found:
Zenith forecasts that advertisers will spend an additional $73 billion on mobile ads between 2017 and 2020. Desktop advertising spend is projected to decrease by $2 billion over the same period, and print advertising spend is projected to decline by $12 billion.
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