Social and mobile drive global online ad spend to USD85bn

Social and mobile ad campaigns drove global online ad spend to USD85bn last year, up 16% from the previous year, according to figures from GroupM. The growth comes as brands widen their budgets for digital ad formats, chasing consumer eyeballs from the desktop to smartphones and tablets. The report indicates that digital ad spend is continuing to eat into brand budgets for traditional ads, accounting for 17% of overall spend last year. This growth is now expected to accelerate over the coming year, with global online ad spend growing 16% to hit USD98bn in 2012 and account for nearly a fifth of overall ad spend, up from just 4.4% in 2004.