Interactive marketing spend is expected to reach nearly $25.6 billion in 2009—and nearly $55.0 billion in 2014, when it will account for 21% of all marketing spend, up from 12% in 2009—according to Forrester's projections in its recent report, "US Interactive Marketing Forecast, 2009 To 2014."
Marketers will be shifting budgets away from traditional and toward interactive media—search, online display ads, email, social media, and mobile marketing—bringing about a decline in overall advertising budgets during the forecast period, Forrester said.
That trend is also a reflection of marketers' growing recognition of where consumers are spending their time, according to the report: "Marketers are getting better at balancing channel investments with consumer media time."
Though people typically spend equal amounts of their media time—34-35% in 2009—with television and the internet (including at work), TV ad spending is about four times that of internet ad spending (31% vs. 7%).
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