Retail Marketers To Lead Digital Ad Spending Through 2020

by MR Magazine Staff

The retail sector will dominate digital ad spending through 2020, according to a new forecast from research firm eMarketer. EMarketer projects that retailers in the U.S. will increase spending on paid digital advertising by 15% this year to $15.09 billion, accounting for 22% of digital ad spending in the country. The sector’s investment in mobile advertising is expected to jump 52% in 2016 as mobile becomes increasingly important in the way consumers shop. The retail sector is projected to spend $23.04 billion on digital ads by 2020, representing a compound annual growth rate of 12% over a five-year period. The forecast comes as a number of digital media companies this week make their NewFront pitches to ad buyers, in hopes of securing bigger ad commitments for their video content. EMarketer has projected that digital ad spending will surpass TV ad spending next year. Read more at The Wall Street Journal.