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Published: December 05, 2017
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This report looks at the practice of cross-platform video advertising, which eMarketer defines broadly as ad campaigns that straddle more than one device or content platform, including desktops and laptops, mobile, social, connected TV and linear TV.
"The Interactive Advertising Bureau (IAB) and Advertiser Perceptions estimated that 38% of surveyed US advertisers’ budgets would be spent on cross-platform video/TV buys in 2017, up from 34% in 2016 and 32% in 2015."
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Share of Ad Budget Spent on Cross-Platform TV/Video Buys* According to US Agency and Marketing Professionals, 2015-2017 (% of total)
Expected Change in Cross-Platform TV/Video Spending According to US Agency vs. Marketing Professionals, April 2017 (% of total)
Primary Budget Used by US Advertisers and Agencies for Connected TV Advertising, March 2017 (% of respondents)
US Programmatic Digital Video Ad Spending, 2015-2019 (billions, % change and % of total digital video ad spending)
Biggest Challenges of Using First-Party Data* for TV/Video Ad Buys According to US Marketers, March 2017 (% of respondents)
US Adult Simultaneous Internet & TV Users, 2015-2019 (millions and % change)
US Adult Related-* vs. Unrelated-Content** Simultaneous Internet & TV Users, 2015-2019 (millions and % change)
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