Zenith, a media buying company (and a unit of French ad agency Publicis Groupe SA) has forecasted that 75% of people will access the Internet on their mobile phones in 2017. It also estimated that 61% of advertising dollars spent worldwide will on mobile advertising!
The company revealed these data during the release of its “Mobile Advertising Forecasts” report on Thursday. The spent on mobile ads in 2018 will be almost $134 billion, more than combined spent on newspaper, magazine, cinema and outdoor advertising.
Advertisers will shift their focus from television and print media to Facebook, Google, and Snapchat to enhance their visibility.
Earlier, Zenith predicated that mobile advertising expenditure worldwide in 2016 would be $71 billion.
Scott Singer, a media executive and managing director of innovation consultancy firm DDG said that the shift of consumers to mobile in the last four years has been massive (from 40% to 70%).
With the increasing use of mobile data consumption among consumers, telecom companies are also leveraging user data by enhancing their digital distribution. On Saturday, AT&T Inc announced that it plans to buy Time Warner Inc (a media company) for $85.4 billion. Also, rumors are abuzz that Verizon Communications is all set to buy Yahoo Inc.