The latest research report from Forrester is out, with predictions about US display advertising going through 2021. In this report, they stated that mobile, video, and social advertising are going to grow more than other online display ads, which won’t come as much of a surprise to anyone. Interestingly, they also stated that Amazon is going to steal some of the market share from Google and Facebook.
By 2021, they believe social media ad spend is going to grow to $40 billion, and that this most of the online display revenue will be going to social, and specifically Facebook. Mobile advertising will be led by in-app videos, which have been growing rapidly in recent months already. An estimated two out of every three ad dollars going toward mobile will be spent on in-app video.
Overall, the total social media ad spent is expected to reach over $70 billion, with as much as 20 billion being lost to ad fraud, unviewable displays, and other issues. Online display spend on traditional displays will grow, but at a much slower rate, reaching just over $10 billion by 2021.
The online advertising system is looking very healthy now, and is expected to continue to grow at a rapid rate for the coming years.