Digital ad spending in the U.S. is forecast to grow at an annual compound rate of 11.3% from 2012 through 2017, according to new research.
The data, from eMarketer, indicates that retail businesses and financial services are among the industries leading the way for increased digital spend.
The report, called “Digital Ad Spending by Industry 2013: Forecasts and Key Trends” found that healthcare and pharma are further behind on the adoption curve.
Spending on online and mobile advertising is expected to go from $36.8 billion to $62.8 billion during that time, the study found.
eMarketer also looked at how much marketers in each industry were investing in each area of digital marketing.
Spending by some verticals—including travel and retail—skewed much more heavily toward direct-response advertising. Others—such as consumer packaged goods—remained more focused on branding.