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Digital video ad spend keeps rising, with social media (i.e., Facebook) set to see most growth

May 09, 2018 / Ginny Marvin

Digital video ad spend among large brands has increased by 53 percent over the past two years, according to a survey released by the IAB, which is overseeing the Digital New Fronts in New York City this week. Just over 350 brand marketers and media buyers with more than $1 million in annual media spend completed the online survey last month. On average, the respondents said 59 percent of their digital/mobile ad spend goes to video, with an average of more than $20 million spent on digital and mobile video ad buys annually. Two-thirds plan to shift some TV budgets to digital video this year. Fifty-six percent said broadcast/cable TV ad spend will remain flat over the next 12 months compared to the previous year. In comparison, more than half of respondents said budgets will increase on desktop/online video, mobile video and advanced TV. The biggest beneficiary of this ongoing shift to video? Social media, broadly (which largely translates to Facebook, specifically). Social media video i...