Digital to hit more than 25% of total advertising spend in 2016

The dramatic rise in mobile ad spend globally will result in digital comprising more than a quarter of all advertising spend in 2016, with a market share of 25.9% according to Carat.

Carat released their global advertising expenditure forecasts which highlighted a +15.7% increase in digital media, based on data from 59 markets across the Americas, Asia Pacific and EMEA.


“With a quarter of the global population now owning and relying on their smartphones daily, they are our second brain in our hands. Mobile dominates the way consumers access information, view content, browse products and purchase goods and this is reflected in the innovative services and approach we are discussing with our clients.” Jerry Buhlmann, CEO of Dentsu Aegis Network.


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