Reasons For US Advertising Spending Shift From Offline To Online Media

Forrester recently published our online display, paid search, and social media advertising forecasts in the US. As per Forrester estimates, total US online spending, which includes online display, paid search, and social media advertising, was $44 billion during 2013. This represented 19.6% of total advertising spending during 2013. The share of online advertising spending as a percentage of total advertising spending has been consistently increasing over the years and we expect it to increase in the future, as well. This report discusses the key reasons behind the shift of US advertising spending from offline media to online media.

Publication: 
Forrester
Author: 
Miglani, Jitender
Document Type: 
Research
Paywall: 
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