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This is the Landscape report in The Digital Media Buying Playbook.

For Marketing Leadership Professionals

Digital Media Buying Forecast, 2012 To 2017

Latest Update: October 10, 2012

By Joanna O'Connell, Niki Scevak, Anthony Mullen with Emily Riley, Elizabeth Komar

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Why Read This Report

Interactive display marketing investment will grow at a compound annual rate of 17% in the United States between 2012 and 2017, while Europe's will grow slightly more slowly. Double-digit growth across both sides of the Atlantic is due to several factors, including the rise of programmatic buying technologies and new rich media and video options. Increased investment will create changes to the market for media buyers, such as increased CPM rates and heavier competition for key audience segments and inventory. Use this report in the digital media buying playbook to evaluate the expected growth and investment in digital media in the near term.
Tags: Interactive Marketing Strategy and Process, Marketing & Strategy, Media Buying, Media Mix, Online Advertising
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TABLE OF CONTENTS

  • US Interactive Display Media Will Outpace Total Ad Spending Rates
  • Savvy Media Buyers Want More From Their Digital Media Spend

  • WHAT IT MEANS

    Justify Higher CPMS Through Better Data And Analytics
  • Supplemental Material
  • Related Research Documents
 
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