The Shift from TV Budgets to Digital Video Advertising
If someone yells out that television is dead once more, we’re going to shake our heads at them. Television isn’t dead, that’s being untruthful and overly dramatic. As of 2013, 62% of the major advertising industry budget was spent on television.
And according to this chart we found on the internet, television advertising is still the very best at advertising.
So to those who proclaimed the death of television, hold on and ease up on the hyperbole. You’re on the right track but what you’re saying is deceiving. The truth is this:
There is a growing shift from money allocated to television advertising to online advertising.
That’s it. No industry is dead, or
However… all that said, there IS a shift in power and it is coming at the expense of television video budget.
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.
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 judgement, 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.
Rule of thumb is this:
Volume (higher budget) = Television
Specific demographic (lower budget) = Online
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