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NEW YORK After years of interactive advertising being dominated by search and display advertising and e-mail programs, new outlets and more sophisticated marketers portend more diverse spending in years to come, according to a new study.
Forrester Research, like nearly all ad-spending forecasts, projects marketers will shift budgets online at a quick pace in the next five years. By 2012, it expects the market will hit $61.3 billion, up from $18.4 billion in 2007. In five years, Forrester expects interactive spending to account for 18 percent of marketing budgets.
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