Dive Brief:
- According to new predictions from Forrester Research, digital ad spending is on track to pass TV spending in the next five years.
- Forrester predicts digital spending will achieve a compound annual growth rate of 12% to total $103 billion by 2019, compared to TV which will only hit $85.8 billion.
- Mobile spending will contribute the most to digital's growth, accounting for 66% of growth across interactive categories.
Dive Insight:
Not surprisingly, mobile's takeover of culture and media is affecting all facets of advertising. As mobile use continues to grow and advances are made in mobile advertising, the dollars will follow. Marketers that want to be ahead of the curve should begin forming long-term mobile ad strategies for the shift.
