Forrester’s updated online advertising forecast predicts that US spending on online display and social media advertising will grow by nearly 70% between 2017 and 2021. According to Forrester Data, the rapid expansion of social advertising will drive this growth, with spending almost doubling over the next five years. Also, mobile ads will be the main factor keeping online display investments afloat.
Here are some additional key findings from the research:
- Amazon’s ad businesses will continue to steal market share from industry leaders Google and Facebook with an expected ad revenue of more than $2.5 billion in 2021.
- Mobile advertising — with a focus on in-app video ads — will double over the next five years, which will make up the majority of the industry’s online display ad investments.
- Also driven by mobile, social media ad spending will reach $40 billion by 2021, increasing competition with online display ads, which will start emulating social ad models in order to compete.
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