Digital Video Ad Spending Soars, Budgets Coming Mainly From TV
- by Joe Mandese @mp_joemandese, May 2, 2016
Ad spending on original digital -- both desktop and mobile -- programming has more than doubled since 2014, and those budgets have come primarily out of television, according to findings of a survey of advertiser and agency executives released this morning by the Interactive Advertising Bureau (IAB).
Results of the …
Joe, surveys such as these, with unknown and possibly atypical samples, are fine and good, but the general concensus about the impending TV upfront--which I agree with based on my contacts in the industry---is that we will see an uptick in primetime spending as well as CPMs. One of the reasons----note this is highly subjective as there is no TV or digital "budget" at many brands---is that there is a certain level of disappointment with recent developments and issues in the digital video arena which may be causing advertisers to lower their expectations pending corrective action by digital sellers.