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2015 Digital Media Projections Promise 25%
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Oct 16, 2014 by Mark MaierThe Center For Media Research states that 2015 will be the year that Digital Advertising will hit 25% of advertising spend...
"Online/digital will account for 25.2% of total local media revenues in 2015. Revenues for online/digital are expected to grow from $31 billion in 2014 to $35 billion in 2015, representing a 13.1% growth rate.
U.S. Local Media Revenues ($ in Billions; 2014-2015) | |||
Media | 2014 | 2015 | % Growth (’14-’15) |
Total | $137.0 | $139.3 | 1.6% |
Online/Digital | $31.0 | $35.0 | 13.1% |
Traditional | $106.1 | $104.2 | -1.7% |
Source: BIA/Kelsey, September 2014 | |||
Mobile local and local social are among the categories within the online/digital segment that are seeing strong growth. Forecasts for several online/digital categories include:
U.S. Local Digital Media Ad Spend Segments Forecast ($ Billion; 2014-2015) | ||
Local Media | 2014 Ad Spend | 2015 Ad Spend |
Search | $7.1 | $7.2 |
Mobile | 4.3 | 6.6 |
Display | 4.3 | 4.9 |
Social media | 2.5 | 3.6 |
Video | 2.3 | 3.0 |
Source: BIA/Kelsey, September 2014 | ||
Mark Fratrik, chief economist, BIA/Kelsey, says “… we expect the pace of growth in the overall local advertising marketplace to moderate through 2019… resulting in a 3% compound annual growth rate… growth in online/digital advertising revenues will remain strong… with a 12.2% CAGR through 2019… compared with essentially flat revenues for traditional advertising (-0.5% CAGR) during the same period…”
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