Consumer Products IM Spend: Big, But Not Explosive

May 2nd, 2008

With contributors:

Christine Overby , Scott Wright

Summary

Some of the largest advertisers in the world — consumer products firms — will at last add significant share to the interactive marketing pie: $4.5 billion by 2012. Although still less investment than that of direct marketers in the retail or travel industries, these budgets will grow at a 36% compound annual rate over the next five years as consumer products marketers get more comfortable online, start spending on search, and launch social media and online video programs.

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