Advertisers are spending big on digital and they're not slowing down. According to a forecast released by eMarketer and Starcom MediaVest on Wednesday, digital ad spending will increase 13% to $117.6 billion globally this year, accounting for 22.7% of all ad spending. Next year, digital's share of ad spend is expected to reach nearly a full quarter, 24.4%.
Within digital, the division seeing the biggest growth is, of course, mobile. While still less than 12% of total digital ad spend — spending will be just $15.8 billion globally this year — that marks a 79.7% increase over last year. According to forecast figures, 60.7% of the global population now has access to a mobile phone, up 20% from 2008. About 20% of the global population has a smartphone, up from just 1.5% in 2008. Read more...
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