Cambridge, Mass.—U.S. interactive marketing spending will grow from $34.5 billion this year to $76.6 billion in 2016, a compound annual growth rate of 17%, according to a new report by Forrester Research.
Forrester's “U.S. Interactive Marketing Forecast, 2011-2016” projects
that interactive marketing will make up 35% of all marketing spending by 2016, up from 19% this year.
Spending on search marketing will grow from $18.8 billion this year to $33.3 billion in 2016; display ads will grow from $10.9 billion this year to $27.6 billion; and social media will increase from $1.6 billion this year to $5.0 billion.