According to the Forrester Research report ,display advertising is rebounding, after spending in the category dipped this year as recession-constrained marketers reallocated money to direct response media. But VanBoskirk says don’t count display advertising out. Including contextual listings and online video, the sector will grow at a CAGR of 17 percent to reach $17 billion by 2014.
The report says advertisers favor pay-per-click over impression-based display campaigns, with 58 percent going to PPC – and the trend is expected to continue. Rich media is also gaining traction, currently about one-third of display spend, rich media will grow to 45 percent by 2014 as marketers use more and pay a premium for rich media.
E-mail marketing continues to grow, with an 11 percent CAGR over the next five years, due to the “green” market campaigns being in vogue and to increased integration with social media sites.