©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
A broad swath of marketing executives expects interactive advertising to continue its strong growth, this year. According to AdMedia Partners and its 19th annual survey of industry leaders, nearly one-half (45%) of respondents believe digital advertising will grow by 10% to 15% in 2013. The median growth rate remained consistent in the last two years at 13%, reports AdMedia, which surveys executives in the fields of advertising, marketing services, digital marketing, marketing technology, media technology, media or digital media.
Industry heads remain bullish about mobile’s prospects. In fact, four in 10 respondents (40%) say they expect to see an increase of at least 20% in mobile. Plus, the majority (53%) expect video ad spending to grow between 10% to 20%, while over one-half (55%) anticipate social ad spending to grow between 10% and 20%.
For its research, the company surveyed more than 7,400 domestic and international executives late last year — 52% of whom identified themselves as being in the “services/marketing or media technology” fields; 16% of whom said they were in the “content” business; while 32% checked the “multiple/other business” box.