According to a new report by Forrester, the global research and analysis information technologies company, global digital media buying and online display advertising spend is set to grow in the US from an annual $12.7 billion to $28 billion between 2012 and 2017, while Europe will grow slightly more slowly at a 13% CAGR, from €4.8 billion in 2012 to €7.7 billion Euros in 2016.
The growth across both sides of the Atlantic has been determined by several factors including the rise of programmatic buying technologies and new rich media and video options.
Forrester has also noted that increased investment will create changes to the market for media buyers, such as increased CPM rates and heavier competition for key audience segments and inventory.
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