Forrester: Interactive Ad Growth Still Healthy
Interactive advertising is heading for growth over the next seven years, according to a yet-to-be-released Forrester Research Interactive Advertising Forecast (via 1to1Media and MarketingVOX).
In a keynote presentation at the Forrester’s Marketing Forum 2009, held in Orlando on April 23-24 ,VP and Principal Analyst Shar VanBoskirk predicted interactive online advertising (display, email, mobile, search, and social media) will experience a 17% compound annual growth rate (CAGR), totaling almost $55 billion in spending over the next seven years. Five key online advertising channels will see the following 7-year CAGR, according to the report:
- social media - 34%
- mobile - 27%
- display - 17%
- search - 15%
- email - 11%
Overall interactive advertising spend will grow an estimated 10% - from 9% of all ad spending in 2008 to 19% in 2014, she said. A chart published on Mike Manuel’s Media Guerilla blog confirms the trend:
Recent research by the European Interactive Advertisers Association (EIAA) indicated that European advertisers are choosing online advertising over traditional media like TV, newspapers, and magazines. And a Nielsen report points out how the growing popularity of online social networking and video content is deepening web users’ engagement with the internet and is causing a dramatic shift in the global online landscape for both consumers and advertisers.