And that new prediction is up, based on stronger-than-expected growth in the U.S. The new Zenith forecast for U.S. adspend is 4.4% this year, compared to its previous forecast of 3.8%. In June, Zenith forecast that mobile advertising would overtake desktop in 2017. They still expect that to happen, but have upgraded forecasts for mobile growth for this year (from 46% to 48%) and next year (from 29% to 33%), and now Zenith expects mobile adspend to exceed desktop by $8 billion in 2017, up from a $2 billion prediction just a few months ago. By 2018, Zenith expects mobile to account for 60% of all Internet advertising, up from its previous forecast of 58%. Read more HERE
