Digital video ad spend as important as TV to big brands

Industry News By Rhys Little, 29th April 2014

Brand marketers and ad agency executives expect digital video to become as important to their marketing efforts as television advertising within the next three to five years, according to a survey released by the Interactive Advertising Bureau (IAB).

The survey states that 65% of advertisers said they will spend more on digital video this year than they did in 2013.  The survey, measured against television advertising showed that two-thirds of the executives believed they will help pay for these budget increases by shifting money over from television. However, nearly half (48%) of respondents agreed that this increase in general will be backed by an overall expansion to their ad budgets.

“There is a clear need for a showcase and an upfront advertising buying opportunity for original digital video content,” said Randall Rothenberg, President of IAB.

The survey consisted of 297 buy-side executives which was conducted ahead of the Digital Content NewFronts; the annual upfront marketplace for the unveiling of and sale of advertising opportunities within original digital video programming.