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Global Mobile Advertising Will Overtake Desktop in 20182018 promises to be a pivotal year. That’s when mobile advertising will overtake desktop and account for 50.2 percent of all internet advertising, according to a new report from ZenithOptimedia shared with MAW.

The firm’s new “Advertising Expenditure Forecasts” report posits that mobile advertising will total $114 billion in 2018, up from $50 billion in 2015.

That scenario would mean that mobile could be larger than all other media except for television (which will total $215 billion, up from $206 billion in 2015).

“Mobile advertising is responsible for almost all of the growth in global adspend,” the research summary explains. “We forecast it to grow at an average rate of 32 percent a year between 2015 and 2018, and to contribute 87 percent of all of the new ad dollars added to the global market during these years.”

ZenithOptimedia forecasts desktop internet advertising to peak at $114 billion in 2017, before falling back slightly to $113 billion in 2018. That’s the turning point: when adspend migrates definitively from desktop to mobile.

The report also suggests that programmatic advertising will represent 60 percent of all digital display in 2016.

“Growth of the global ad market is being driven by advances in technology, especially mobile and programmatic tech,” said Steve King, CEO of ZenithOptimedia. “But television remains by far the most important channel for brand communication, and online video, its digital offshoot, is increasing the audiovisual share of global display advertising.”