Forrester Research Mobile Advertising Forecast, 2015 To 2020 (Western Europe)

Advertisers are increasingly shifting their budgets from PCs to mobile devices across all three components of mobile advertising: display, search, and social. Mobile advertising spending will witness a threefold increase between 2015 and 2020, with the market reaching €36 billion. While all three components of mobile advertising will see an increase in their spend levels, mobile display and social ad spend will gain share of total mobile ad spending at the expense of mobile search. Mobile search, however, will continue to be the largest component of mobile advertising spend through 2020. This forecast breaks out overall mobile advertising spend by display, search, and social, and it estimates mobile advertising spend across 17 countries. It also provides historical data going back to 2013.