More than two-thirds (68%) of marketers and agency executives expect to see their digital video ad budgets increase in the next 12 months, according to the second annual “Digital Content NewFronts: Digital Video Spend Study,” a survey of 305 buy-side professionals conducted by Advertiser Perceptions and IAB. This optimism about the medium comes on the heels of a strong uptick from spring 2013 to spring 2015 in budget allocation to digital video by brand advertisers and media buyers, with the former increasing its commitment to digital video by a whopping 90 percent over that two-year time period.
Digital Video Spending and Trends
Digital video continues strong growth – with higher spending optimism than any other video or TV media type.
The increase in digital video spending will be funded by shifting money away from cable/broadcast TV (with agencies more apt to shift dollars away from Cable in particular).
Original Digital Video Content Spending and Trends
Steady increase over last 3 years in the share of digital video budgets dedicated to original digital programming.
Most advertisers agree that original digital video programming will become as important as TV within 5 years.