In navolging van de cijfers van het IAB en PwC heeft ook Forrester Research haar cijfers en voorspellingen voor de online advertentie-markt gepubliceerd. Forrester schat dat de online mediabestedingen in de VS dit jaar uitkomen op 14,7 miljard dollar en zal toenemen tot 26 miljard dollar in 2010.
Meest opmerkelijke conclusie uit het onderzoek is dat maar liefst 64% van de ondervraagde marketeers geinteresseerd is in adverteren op weblogs en 57% in adverteren via RSS.
Belangrijkste conclusies uit het Forrester Research onderzoek:
Nearly 85% of the advertisers plan to increase their online ad budgets this year, with the increases averaging 25%.
Search engine marketing will grow by 33% in 2005, reaching $11.6 billion by 2010. Display advertising, which includes traditional banners and sponsorships, will grow at the average rate of 11% over the next five years to $8 billion by 2010.
New advertising channels will draw interest and spending from marketers. 64% of respondents are interested in advertising on blogs, 57% through RSS and 52% on mobile devices, including phones and PDAs.
- Marketers are quickly losing confidence in the effectiveness of traditional advertising channels and feel that online channels will become more effective over the next three years.
75% of survey respondents said they think search engine marketing will be more effective, compared with 53% of respondents who said TV advertising would become less effective.
The only nondigital advertising channel to reach the same level of confidence as online channels with marketers is product placement—only 8% of respondents believe that product placement will become less effective over the next three years.