What marketer would not “cool” market data? What if we speak of the largest advertising market and influential in the world? A market that is expected to move more than 34,500 million dollars in 2011, and eye, only in online advertising investment, compared to online ad spending forecast in Spain close to 1,000 million euros according to data from IAB Spain to put into perspective the size and influence of the U.S. market.
Forrester Research published in his blog last week an article that continues to provide statistics and conclusions for all that we want to know where you are going the digital advertising market in the next 5 years. The study “U.S. Interactive Marketing Forecast, 2011 to 2016″ produced by Shar Van Boskirk shows some parallels with a market that already has invested in online advertising for some time as the British, and provides many points for reflection to all professionals marketing and advertising.
Be consolidated as the first Internet advertising medium
While the online advertising market has already surpassed that of television in 2009 in the UK, and now has a 25% share from 2010 as the first half in a matter of advertising investment in the country, according to Forrester Research’s U.S. online ad market would occupy the first position was in 2016 with an investment of more than 76,000 million dollars a year and a 35% share of total ad spending pie in front of the television. This not only reinforces the forecasts I’ve done that in Spain we will also have a situation similar to these two countries, but have to wait until 2018 – I hope it happens before. Skeptics who doubted my having made such a sacrilege that television advertising would lose its hegemony in Spain in terms of advertising investment with comments like “is that TV is TV, the largest audiences are on TV, or Pascual is milk “, they may be starting to change my mind after reading Forrester Research. I’m not saying that a market such as online advertising engulfs the television market, but both will coexist, and I think the market for TV advertising will adapt more to the publisher that otherwise.
The relative importance of SEM decrease
The report indicates that while it is expected to grow investment in Search Engine Marketing for the next 5 years, their relative weight compared to investment in other segments of the advertising wane, so that investment in other types of online advertising as the video format will increase from 2,000 to 5,400 million dollars, and mobile advertising format will grow from 1,700 to 8,200 million in the same period.
Display advertising will be multiplied
In all segments, which grows to occupy a position of great weight in relation to the total investment in online advertising is advertising or graphic display, which will increase from 10,900 to 27,600 hog billion according to Forrester Research. Surprises ¿? No really, and acquisitions of U.S. companies RightMedia as DoubleClick or Google and Yahoo respectively should provide lessons of where the market is going. Although they have some people who insist that I keep telling elbannerhamuerto # that # elbannersetransforma and Display advertising is rope for many years.
SMM also has a piece of cake
For those who is the subject of Social Media Marketing, indeed fashionable, estimated data are also an investment of 1,600 million dollars this year with a projection of 5,000 million by 2016. These figures do not include the investment of online advertising in social networks, perhaps the Forrester forecast includes between Search and Display for the ad format rather than the type of medium in which it appears (I have not had access to the full report) but the calculation is focused on investment in technology to manage SMM campaigns, cost management by agencies to clients, cost of integrated campaigns, etc). It will undoubtedly important, and is an alternative or complement to other segments of online advertising.
In conclusion, these data are juicy Forrester for everyone who is interested in the sector and invite us to reflection. How do you see the online advertising market in Spain in the coming years?
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