According to more stats, 39% of this increased budget came from the pool of money dedicated to television. Buyer budgets are going up and more people are buying digital video advertising.
If you ask the next question of WHY, the answer is also very simple:
Because these advertisers have seen that they are getting better ROI.
And why to that?
Well, things like more direct targeting, better tracking, and supposedly better conversions are the mantra of modern video advertisers. Simply put, online video ads deliver better results for less money.
What does this all really mean?
Well, despite the shift in money, in terms of actual dollars, television budget is still going up. It’s just that video is going even faster. People are saying that one is better than the other, the other is better than the first, and it goes on and on. However, on our expert judgment, it’s not technically a war between the two.
Both are good in the sense that they have distinct advantages. This budget shift is a re-balancing act due to a very interesting new technology but not the New Age of Advertising. I say decide what you want and then see which one works best for you.
The rule of thumb is this: