Global ad revenue growth might be projected to slow slightly in 2015, but ad spending is on track to increase more substantially. EMarketer, a research firm that reports on the advertising industry, predicts advertisers will spend $592.43 billion next year, a 6 percent increase from 2014.
The new report notes that the top five ad spenders worldwide—the United States, China, Japan, Germany and the United Kingdom—will continue to dominate in 2015. The U.S. is expected to remain at the top, with an estimated $189 billion in spending, roughly 32 percent of the total market. And it will hang on to that spot for the foreseeable future, dropping to just 31 percent by 2018.
One key to this growth will be digital and mobile platforms. Mobile ad spending, in particular, will see tremendous growth in the coming years. It's projected to hit $64 billion in 2015 and $158 billion by 2018, when it could account for as much as 22 percent of ad budgets.
"Our latest figures for worldwide mobile ad spending are higher than our previous forecasts, due chiefly to faster-than-expected growth in China's mobile ad market," eMarketer noted in the report.
In 2014, marketers in China spent roughly $6.4 billion on mobile ads, a 600 percent increase from $913 million in the previous year. In 2015, the report expects China's mobile ad market to jump an additional 90 percent, up to $12.14 billion to surpass the U.K and Japan.