Interactive Spending Expected to Exceed $77 Billion by 2016

Forrester Research recently announced new interactive research which included exciting new projections for interactive advertising. With its newest study, Forrester Research announced that interactive marketing spending is expected reach $76.6 billion by 2016. This represents the same amount now being spent on TV advertising.

35% of this total will be made up by search, display, mobile, email, and social media advertising. This represents an increase from the current 19% these areas of ad spending currently make up. This forecast also anticipates a decrease in group buying offers as more exposure and increase competition in this market makes group buying more challenging.

Forrester analyst and report author Shar VanBoskirk said, “We expect this [interactive] growth to help firms become adaptive, kill off daily deals, re-emphasize marketing’s four Ps, (product, price, place, and promotion), and turn consumer electronics into audience-targeting tools.”


This interactive spending report also projected that search spending will continue to grow to $33.3 billion in 2016, up from $18.8 billion in 2011. However, the overall share will decline from 55% in 2011 to 44% in 2016, as marketers focus their energy on getting the consumer’s attention via any medium not just via search engines.

Other projections from this report included that display advertising including contextual listings, static image ads and rich media ads would grow to $27.6 billion by 2016 and encompass 36% of interactive spending. Additionally, mobile ad spending is projected to surpass email and social spending to reach $8.2 billion in 2016.

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