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Mobile Ad Spend will grow from $13.6B in 2013 to $45B in 2016. Internet Ad Spend will reach $121B In 2014, 23% of $537B Total Ad Spend.

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But the big story is that mobile ad spends are growing spectacularly:

Meanwhile, mobile continues to be a small but fast-growing proportion of business. In 2013, $13.4 billion was spent on mobile ads, some 13% of all Internet ad spend and 2.7% of all global ad spend, but by 2016 that will rise to $45 billion, or 28% of Internet ad spend and 7.6% of total ad investments.

“Mobile will leapfrog radio, magazines and outdoor to become the world’s fourth largest medium by the end of our forecast period,” the researchers at ZenithOptimedia write. (They do not break out mobile ad figures for 2014.)

The researches note that mobile includes all Internet ads to smartphones and tablets, including display, classified, search and in-app ads.

These forecasts are from ZenithOptimedia, a division of ad giant Publicis.

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