Forecast Report

US Digital Marketing Forecast: 2016 To 2021

Digital Media Investment Will Near $120 Billion In Five Years

January 24th, 2017
Shar VanBoskirk, VP, Principal Analyst
Shar VanBoskirk VP, Principal Analyst
With contributors:
Jim Nail , Carlton Doty , Brandon Verblow , Jeremy Swire , Rachel Birrell , Anna Berman

Summary

By 2021, CMOs will spend nearly $119 billion on search marketing, display advertising, online video, and email marketing. Over the next five years, search will lose share to display and social advertising while video will scale. These changes reflect a new emphasis on quality over quantity, a dynamic that will reintroduce human intervention into programmatic ad buying, turn marketers into growth hackers, and put long-tail publishers out of business.

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