Readers of Profectio should not be surprised to hear Zenith Optimedia’s latest predictions that calls for Internet advertising to surpass that of TV advertising in the next 2 – 3 years.  With more consumers using mobile devices such as smart phones and tablets the Internet has become the “do all things” as people consumer more and more content including text, photos and video.  As one of the world’s largest media buyers’s Zenith is expecting to see more than double its share of global ad spending between 2014 and 2017, to 12.9 percent. It would contribute 70 percent of growth in all advertising spending over that period.

“The Internet is quickly establishing itself as the dominant advertising medium, and on current trends will overtake television by the end of the decade,” said Zenith Optimedia CEO Steve King.

Global ad spending refers to advertising spending that is conducted across the 12 biggest advertising marketing across the world.

“The amount of time viewers spend watching online video on their laptops, tablets and smartphones is increasing rapidly, and advertisers are shifting their budgets online to follow them,” he King also added.

The forecasts, based on media buying and planning trends detected by the company’s local offices or affiliates, see the Internet becoming the dominant medium in China, Finland, Germany, Ireland and New Zealand in the next two years.

It is already the largest advertising medium in Australia, Canada, Denmark, the Netherlands, Sweden and Britain.