Gut check: Digital video ad spending is growing but TV still dominates

Estimate #1: Ad spend on digital is now greater than TV in the U.S.

Estimate #2: 85% of video ad spend is on TV

How can both of these be correct? The overall digital spend includes ad types such as search marketing, display and non-video social. Also, a larger portion of digital video time is spent with ad-free services like Netflix which results in fewer ad slots per hour of viewing.

So nothing is changing? Absolutely not. Consumer behavior is rapidly changing and both disruptive (Facebook, etc.) and traditional (Disney, etc) media companies are preparing for this bold new world.

U.S. Media Spend Growth % (2017–20):
1) Television — ↑ 8%
2) Digital Video — ↑ 43%


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