‘Retailers’ Digital Ad Spending Nears $10 Billion’ – ‘Mashable’

Lauren Indvik says, “U.S. retailers, already the heaviest spenders in digital advertising by category, are forecast to increase their spending by another 14% to $9.4 billion this year. By next year, that figure will surpass $10.4 billion, reaching $13.3 billion by 2017.

According to estimates from eMarketer, retailers already account for 22.3% of all digital ad spending, the most of any industry. About two-thirds of their investments are in direct response ads (i.e., those designed to lead to a sale, rather than promote a brand). Direct response formats include search, mobile messaging and classifieds”.