A recent study by Nielsen and the IAB recommended moving 15% of TV budgets to online video in order to increase reach at a lower cost. It seems that some online video buyers are taking heed. In their Q1 2013 “State of the Industry in Online Video” study, Adap.tv and Digiday find that 72% of video buyers’ budgets for the medium increased in the last year, by an average of 53% (compared to a 20% hike in Q1 2012). Among those who increased their spending, 39% re-allocated funds from TV budgets (up 12% points), with the amount of TV spending cannibalized averaging out at 11%. But the study finds that display budgets may be more in peril than TV dollars. (more…)
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72% of Online Video Ad Buyers Increase Spend, Grab 11% of TV Budgets
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