IBIS Capital , London ’s specialist media / technology investment and advisory group , forecast that digital advertising spend will rise to $ 253bn by 2018 , as focus on mobile adoption by up to 5 billion users by 2017 and the emergence of cross - screen video advertising accelerates the AdTech industry , which will be led primarily by the US and European markets . Key growth trends are forecast for programmatic and real - time advertising ( 25%-48 % in 2017 ) , with global spend increasing to $ 26bn by 2018 for video ads and new opportunities for new mobile operator payment methods with embedded payment flow emerging , as global mobile payments revenues are projected to reach $ 3tn by 2019 . The investment review indicates a number of key trends, which double-up as growth opportunities for organisations. The convergence of mobile , video , social and big data analytics will reportedly require innovative business models offering a vertical game play for future proofing through sustainability .
IBIS Capital , London ’s specialist media / technology investment and advisory group , forecast that digital advertising spend will rise to $ 253bn by 2018 , as focus on mobile adoption by up to 5 billion users by 2017 and the emergence of cross - screen video advertising accelerates the AdTech industry , which will be led primarily by the US and European markets . Key growth trends are forecast for programmatic and real - time advertising ( 25%-48 % in 2017 ) , with global spend increasing to $ 26bn by 2018 for video ads and new opportunities for new mobile operator payment methods with embedded payment flow emerging , as global mobile payments revenues are projected to reach $ 3tn by 2019 . The convergence of mobile , video , social and big data analytics will reportedly require innovative business models offering a vertical game play for future proofing through sustainability .