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.
Not all industries are increasing their digital ad spend as quickly, however: The healthcare and pharmaceutical industry are only expected to increase their spending by 6.4% this year, less than half the U.S. average of 14%. Consumer electronics and telecom companies are also investing at a slower pace, at 12.5% and 11.1% growth, respectively.
Images courtesy of iStockphoto, Henrik5000 and eMarketer