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For B2C Marketing Professionals

Forrester Research Online Display Advertising Forecast, 2015 To 2020 (US)

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April 28, 2015

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  • By Carmine G. Lengua, Jr.

Why Read This Report

Over the past several years, online display advertising has undergone the most dramatic shift since the first banner ad was placed online in 1994. For nearly 20 years, online impressions were purchased in the same high-touch, directly negotiated way as traditional forms of advertising. Today — as the variety of formats grows and text and image banners give way to an expanding array of rich media and video formats — programmatic mechanisms for purchasing and targeting impressions are entering the mainstream. New for 2015, we have rebuilt our forecast for US online display advertising. We have revisited all assumptions and developed a new model purpose-built for the dynamic nature of this decade of digital marketing.

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