Media Services company, Zenith Optimedia has increased its global 2010 ad spend forecast from 2.2% to 3.5%. This is the third consecutive time that they have upgraded their forecast after six consecutive downgrades.

While the report focuses on global ad spend across all media, this is relevant to mobile as any increase in overall ad budgets is likely to mean an increase in funds available for mobile campaigns as well.

The primary reason for this upgrade is that the North American and Western European markets recovered faster than previously expected, and as a result ad spend was much stronger than forecast during the first 6 months of the year. North America is expected to grow by 1.3% compared with previous predictions of a slump of 1.5% while Western Europe is expected to grow by 2.2% compared with 0.4%.

However, the majority of the overall ad spend growth is taking place in developing markets. Whereas developed markets which are forecast to grow only 1.3% this year, Zenith believes that developing markets will increase by 8.6%.

In certain areas growth is expected to be even higher, for example in the Asia Pacific region where growth is forecast to be 10.6%.

In terms of Mobile advertising in the US, Zenith Optimedia, predicts that between 2009 and 2012 mobile advertising will be increasing by an amazing 43.2% a year.

Zenith Optimedia, part of Publicis Group, offers a wide range of services, from communications strategies to co-ordinating campaigns across countries and regions.