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2016 ad spend: 25 percent digital

In 2016, the digital share of total ad spend will exceed 25 percent for the first time, said media planning and buying specialist Carat this week.

Despite uncertain economic conditions, the dramatic surge in mobile advertising will push digital to a 25.9 percent share of the total market. Carat’s forecast is based on a survey of data in 59 markets worldwide. In 2015, Carat estimates that mobile ad spending with show a 50 percent increase, and online video advertising an increase of over 20 percent.

The growth in digital spending this year has been highest in the APAC region, driven particularly by the surging digital advertising market in China. North America is in second place.

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