A Forrester Research report has revealed that US display advertising and social media advertising spending will grow by 70% between 2017 and 2021.

Expansion of social media advertising will play a pivotal role in this growth.

Commenting on this prediction, Marketing Land columnist Greg Sterling says, “Forrester says the majority of mobile display spending (“close to two out of every three mobile ad dollars”) will be in-app. That will also benefit Facebook and Google, which together control eight out of the top 10 apps in the US.

The report projects that Amazon’s US ad revenues will grow to roughly $2.5 billion by 2021, some of that coming at the expense of Google and Facebook. However, this figure is small in comparison to Google and Facebook’s overall revenues.

I suspect Forrester is underestimating Amazon’s ad revenue growth, given its place in the market. And a number of other Amazon ad revenue estimates range from $1 billion to over $3 billion — for 2017″.

2017 To 2021: US Online Display Advertising’s Great Reckoning

Forrester

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