LONDON, Dec 9 (Reuters) - Growth in global advertisingspending will accelerate to 5.8 percent a year by 2015, drivenby demand for marketing via mobile devices and a broad-basedeconomic recovery, a market research group forecast on Monday.
ZenithOptimedia said spending on advertising was expected torise by 3.6 percent this year, an upward revision from itsSeptember forecast of 3.5 percent.
Advertising spending will then increase by 5.3 percent in2014 and by 5.8 percent in 2015 and 2016, said Zenith, theforecasting unit of Publicis Groupe, the world'sthird-biggest advertising company by sales.
Zenith compiled its Advertising Expenditure Forecasts byaggregating data from leading media owners and advertisingagencies in 80 countries.
"Mobile technology is creating new opportunities formarketers to connect with consumers," said Steve King, ChiefExecutive of Zenith.
"Combined with the continued rise of young, dynamic markets,this will spur healthy and sustained growth in global adspendover the next three years."
Zenith predicts mobile technology will contribute 36 percentof the extra ad spend between 2013 and 2016.
Next year's Winter Olympics, soccer World Cup and U.S.mid-term elections will also boost ad spending, it said.
A separate report published by GroupM, part of WPP the world's largest advertising company, revised its worldwideadvertising spending growth forecast for 2014 downward to 4.6percent, giving a total of $531 billion, from growth of 5.1percent predicted earlier this year.
It blamed economic gridlock in the United States andpersistent financial crisis in the eurozone for the revision.
GroupM predicted that 2013 worldwide advertising spendingwill hit $508 billion, a 3.3 percent increase over 2012spending.