U.S. marketers are downloading their budgets into interactive media and planning to spend more than $103 billion on search, social media, display, and email marketing by 2019. Search will get the greatest share of the media spend, while the fastest growth will be in social media, but all interactive channels will see more activity than ever. These were just a few of the media buying findings from a recent Forrester Research study that outlined how interactive media is becoming a must for marketers. MediaPost.com was the link to the study’s highlights.
3 Factors Driving This Interactive Activity
According to the study, these three factors are leading marketers to make many more interactive investments over the next five years:
- The ability to prove interactive performance.
- A recovering economy that increases our confidence in technology.
- A much larger amount of media to buy.
Search Spend to Soar
The search spend will surge by 2019, with media spending on paid search and organic optimization expected to exceed $45 billion. Google already saw a 17% increase in ad revenue in 2014 Q3, which was attributed to Google’s double-digit growth in click volume every quarter since 2007. And this stunning growth should continue, as well as continue to pay off for search.
The Spending is Already Starting
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Marketers are already investing their dollars in digital, with the report projecting that U.S. marketers will make the following interactive investments in 2015:
- $31.6 billion in search marketing
- $23.6 billion in display advertising
- $9.7 billion in social media
- $2.3 billion in email marketing
Mobile to Grow for Those On the Go
The study states that mobile is a valuable deployment option for search, display, or social ad impressions. In fact, mobile will account for 66% of the growth in interactive spend by 2019. And the investment in mobile for search, display, and social media on smartphones and tablets will surpass $46 billion.
It’s easy to see that interactive media is where marketers need to spend their budgets, since that’s where consumers will be spending their time.
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