Friday Research Wrap, 3/25/16

Digital advertising will have well and truly overtaken TV in global ad spending by 2018 after first surpassing it next year, predicts Zenith Optimedia in its latest forecast, with the former capturing 37.7% share of global ad spend to the latter’s 34.1% by 2018. Notably, while desktop internet ad spending currently is about twice as high as mobile internet ad spending, ad spending on these devices is expected to almost reach parity by 2018. (more…)