Yet Another Study Confirms Shift of TV Ad Dollars to Digital
In early May, the IAB held its Digital Content Newfronts. And today, it has released an attendee survey providing some insight into the digital upfront marketplace. The survey revealed one in three buy-side attendees felt the digital upfront marketplace positively impacted their plans for digital video advertising buys, with 78% stating they walked away with at least one new opportunity for their company or a client.
And in the no-brainer category, 70% of agency and marketer attendees also said they think it is likely that buyers will shift more budget away from television and into digital video over the course of the next year.
Of the seemingly star-studded event, which we did not attend, the very verbose IAB President Randall Rothenberg said, "This year's Digital Content NewFronts not only shined a spotlight on the depth and breadth of original online programming available in the marketplace - but also provided a pivotal turning point in the minds of many media buyers, who now grasp digital videos' power and reach. Presenters brought out major talent, and showcased comedy, documentary, news, reality, music, games, and services programming of such originality and impact that major advertisers realized they have to get involved."
But does any of this really matter when, it seems, all television buying will eventually be done with an algorithm?