Forrester Throttles Down Online Outlook

Researcher's five-year forecast dips from 20% growth to 17%

Forrester Research Tuesday (Oct. 9) forecasted a 17 percent compound annual growth for online advertising spend during the next five years, down from the 20 percent yearly increases it had earlier predicted. The Cambridge, MA-based research firm says the industry will reach $12.7 billion this year, growing to $28 billion by 2017.

Average cost-per-thousand (CPM) rates will double in the next five years to $6.64, Forrester says. It expects video promos to make up 23 percent of all online display ad spending this year while lifting to 33 percent by 2017.

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