Forrester: Interactive Ad Growth Still Healthy

April 27, 2009

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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:

forrester-interactive-marketing-marketinv-vox-april-2009.jpg

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.

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