Marketers Expected to Shift More Dollars Toward Desktop, Mobile Video Ads - eMarketer
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Marketers Expected to Shift More Dollars Toward Desktop, Mobile Video Ads

Nearly half intend to shift ad dollars away from broadcast TV

May 16, 2016

Roughly two-thirds of US agency and marketing professionals said they expect to increase their desktop video ad spending, as well as mobile video ad spending, within the next 12 months, according to March 2016 research.

Expected Change in TV/Video Ad Spending According to US Agency and Marketing Professionals, by Format, March 2016 (% of respondents)

The Interactive Advertising Bureau (IAB) polled 360 in-house and agency marketers across industries about their digital video ad budgets.

Some 63% of respondents said they expect to allocate more dollars to desktop video, and 62% said they expect to increase their mobile video ad spending within a year.

US agency and marketing professionals are also planning to increase ad spending on advanced TV, broadcast, cable and OTT TV, but more respondents said they will maintain their ad spending in the next 12 months. For example, Nearly a third of respondents said they plan to increase ad spending on broadcast, cable or OTT TV, but more than half said they plan to maintain it.

US Digital Video Ad Spending, by Device, 2014-2019 (billions and % change)

It’s not surprising that marketers are investing more in their digital video efforts. In fact, according to eMarketer, the US digital video advertising market is on pace to nearly double by 2019. And, mobile is spearheading that growth. According to eMarketer estimates, mobile video ad spending in the US jumped 80.6% in 2015 and is forecast to see double-digit growth through 2019. Those growth rates exceed search and other subsets of the display category, such as banners, rich media and sponsorships.

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