Forrester Research Sees Online Display Advertising To Rise 90% By 2019
Radio Expected To Decline
October 8, 2014 at 4:37 AM (PT)
New data from FORRESTER RESEARCH in a report named “North American Online Display Advertising Forecast, 2014 To 2019," finds, "spending on Internet display advertising in the U.S. will nearly double over the next five years," reports THE WALL STREET JOURNAL. The forecast expects online display ad spending in the U.S. will reach $37.6 billion in 2019, up 90% from $19.8 billion in 2014.
That money will come from somewhere -- and FORRESTER says traditional media will take the hit -- including radio. Radio, newspapers, magazines and yellow pages are all expected to decline.
"The growth in online display will be driven largely by increased spending on video advertising," notes THE JOURNAL citing the FORRESTER report, adding "video advertising on desktop devices alone is expected to grow 21% annually until 2019, when it will contribute 54.6% of total desktop display ad revenue across the Web. Mobile is expected to prove another high-growth area. Display ads targeted at smartphones and tablets will account for nearly 40 percent of all online display ad spending by 2019, up from a predicted 24.4% share in 2014."
“Marketing leaders will focus on ways to limit the damage caused by these shortcomings as their display advertising spend increases,” wrote analyst SAMANTHA MERLIVAT.