For a long time television ads alone made up a large part of ad spending, and as it still captures a large portion of of the market, the industry has seen many changes over the last few years, with digital media capturing a large share of it.
According to a study done by eMarketer , over the next few years spending on TV will grow at a slower spending rate than paid media as whole. With the increase in the digital media market, advertisers need to make sure they are forecasting properly in order to invest their ad dollars into this growing market.
Emarketer also highlighted how among digital media, video remains the fastest growing , and mobile alone will continue to grow at an even quicker rate than digital media as a whole. Although when compared to television, online spending will still fall in the next few years, and digital media has definitely become a huge part of the advertising market. So making sure to focus your advertising into these expanding outlets will not only help get your message across to more of your audience, but also better target and measure the audience you as an advertiser desire to reach!
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