Retailers to spend $15B on digital ads

Retailers are expected to pay $15.09 billion for native digital advertising in 2016. This makes them the largest spenders and the projected largest spenders through 2020, according to eMarketer.

"The U.S. Retail Industry 2016: Digital Ad Spending Forecasts and Trends," a new report from eMarketer, tracks digital spending across categories and channels including brick and mortar, mail order/catalog and online in all consumer product categories, including restaurants.

Digital marketing is on the rise for the group. The eMarketer number is a 20.3 percent increase even as traditional ad budgets are expected to fall 12.1 percent.

Retail ad spending comes in at one-fifth of all U.S. digital ad spending.

Retailers are seeing bigger ROI from digital marketing compared to traditional marketing, particularly from digital coupons. A recent survey by RetailMeNot found that nearly 43 percent of shoppers typically search for coupons on mobile devices, and Juniper Research predicts that 1.6 billion coupons will be delivered via mobile to shoppers by 2020.

While the report found that e-commerce sites were the biggest spenders here, other channels are growing fast. Macy's, Kohl's and many grocery chains are increasing digital marketing, adding paperless coupons, and integrating personalized offers into mobile apps and loyalty programs.

For more:
- see this eMarketer report