Forecast: US display advertising to grow 70% by 2021, with social and mobile drivers
Posted on December 5, 2017
Forrester Research is out with its new US display advertising forecast through 2021. The firm says that mobile, video and social media advertising will grow and that more conventional online display advertising will suffer in part because of viewability, brand safety, fraud and other issues.
Forrester also argues that Amazon will “steal market share” from Google and Facebook.
The firm contends that social media ad spending will grow to $40 billion by 2021 and that social will grab the bulk of online display ad revenue, with much of that growth accruing to Facebook. Mobile advertising, with emphasis on in-app video, will be the primary growth engine of non-social display advertising during the forecast period.
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