The interactive advertising industry will experience growth over the next seven years, an industry expert has predicted.

Shar Van Boskirk, principal analyst and vice president of Forrester Research, said that interactive online advertising will grow 17 per cent by 2016.

Speaking at Forrester Research’s Marketing Forum 2009, she added that a total of $55 billion (£37.5 billion) will be spent on various platforms including display advertising, email and search.

Ms Van Boskirk also forecasted that overall expenditure on interactive advertising will grow by ten per cent from nine per cent of all ad spending in 2008 to 19 per cent by 2014.

The growth in the interactive advertising industry mirrors the growth levels that are also being experienced within the direct mail sector.

A study by consultancy firm the Winterberry Group found that marketers increased their spending on direct mail by five per cent in 2007.

The report also found that direct mail growth continues to outstrip most non-digital media platforms and is predicted to grow by five per cent every year until 2011.
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