2015 growth in global advertising spending will accelerate to 5.8%

In Monday, ZenithOptimedia of the French Lions group predicted that the growth in global advertising spending would accelerate to 5.8% by 2015, boosted by demand for mobile advertising and a full recovery, Reuters reported December 9. ZenithOptimedia said advertising spending will grow 3.6% this year, above its September forecast of 3.5%.

ZenithOptimedia also said global advertising spending in 2014 would grow by 5.3%, with 2015 and 2016 reaching 5.8%. According to the revenue calculation, the French Lions group is the world's third largest advertising company. To prepare an advertising spending forecast, ZenithOptimedia collects data from major media companies and advertising agencies in 80 countries around the world.

"Mobile technology creates new opportunities for marketers to connect with consumers," said Steve King, chief executive of the company, Steve. The combination of mobile technology and the continued rise of young, vibrant markets will drive the continued benign growth of global advertising spending over the next three years. ZenithOptimedia predicts that mobile technology will contribute 36% of the growth in advertising spending between 2013 and 2016. The company also said that next year's Winter Olympics, World Cup soccer and U.S. midterm elections will also boost advertising spending.

Another report, published by GroupM, the world's largest advertising company, has cut global advertising spending growth forecasts for 2014, cutting growth rates from 5.1% earlier this year to 4.6%, with advertising spending totaling 531 billion dollars. The company attributed this to the US economic downturn and the dependence of the eurozone financial crisis. GroupM forecasts that global advertising spending will reach $508 billion trillion in 2013, a 3.3% increase from 2012.