In a recent study, Forrester Research pegged the U.S. interactive ad market—which includes mobile marketing, social media, email marketing, display advertising, and search marketing—to reach an astounding $55 billion devoted in ad budgeting over the next five years. This means that marketers will go from spending just 12 percent of their total ad budgets this year on interactive media, to 21 percent five years from now.
Taking their prediction a step further, Forrester Research also foresees search marketing and display as eventually commanding the biggest percentage of spending overall, with $31.5 billion and $16.9 billion in spending, respectively.
The greatest areas of the growth that we’ll see, though, will come from social media and mobile advertising. Advertisers will spend $716 million on social media marketing in 2009 alone, which includes ad placement on the social networking websites and devoting resources to their own blogs. This number will grow by 34 percent to top $3.1 billion in 2014. Mobile ad spending, meanwhile, will grow by 27 percent from $391 million this year to $1.2 billion in 2014.
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