mckinsey global media spending report: 2015 and beyond

McKinsey report on global advertising  charts the key category where media spending will undergo dramatic transition post 2015. By 2017 digital and mobile advertising are likley to  form more than 50% of ad budgets , Cinema , Hoardings, Out of Home and  Magazines will gradually be overtaken by to web and they are likely to remain as a fringe media 2017 and beyond