We’re very pleased to be called out by name in the most recent Forrester US Digital Marketing Forecast, 2014 To 2019 (If you’re not a subscriber, you should be! If not, the report is $499 to download.)
In the report, authored by Shar VanBoskirk, with Nate Elliott and Collin Colburn, Forrester predicts that U.S. advertisers’ spending on digital advertising will overtake TV in 2016 and hit $103 billion in 2019 to represent 36% of all ad spending. U.S. advertisers will spend $85.8 billion on TV ads in 2019, which will equal 30% of overall ad spending that year
This sea change is the result of an economy on the mend and an ecosystem where advertisers are more informed about where to spend their money online due to years of testing and learning how digital dollars are best spent.
The report has been picked up by some of the best journalists in the space, including Tim Peterson of AdAge, whose article included a conversation with Shar VanBoskirk, who elaborated on the thought processes of marketers. From Peterson’s conversation: “Marketers are deliberately choosing tools that are more measurable [than social], that they have more experience with and that have a more obvious direct-response value…”
The innovation of the LiveIntent platform is that we represent a smarter way to buy and sell ads in email, a medium which lends itself to the type of measurement that appeals to marketers in this new era. Our promise is that we’re creating new inventory at a rapid clip, and it’s for this reason that we are so well-positioned for the future. As an innovator and leader in the people-based marketing revolution, we know this new era of focusing on digital will be boom times for us.
It’s incredibly edifying to have our platform and organization recognized for the leading role we will play in the changing marketplace for advertising dollars by the leading minds in the industry!