And it’s not stopping! While Facebook takes a massive piece of the video advertising pie, it will expand with double-digit growth.
While broadcast spending is still the far bigger area, digital broadcast is on the upswing. It reflects a new reality in how advertisers reach audiences.
More cord-cutting leads to lower TV viewing numbers, which leads to fewer advertisers buying ads and lower TV ad spending for years to come.
TV ad budgets are proving to a major incentive for these two digital powerhouses. Apple and Facebook want their piece of the pie, but first they need to create original shows that millennials can’t stop watching.
The good news is that programmatic and addressable ad buying for TV are showing huge percentage gains. The bad news is that both are still extremely small areas.
While video advertisers currently spend more reaching non-mobile devices, that will change next year as mobile viewing continues to explode.
A rash of event cancellations have some doubting newfronts are still needed, but an IAB report says 40 percent of original digital video budgets will be allocated after attending the newfronts.