Which Media Budgets Are Being Cannibalized to Fund Video Ad Spending?

September 15, 2014

This article is included in these additional categories:

Agency Business | Broadcast & Cable | Digital | Display & Rich Media | Magazines | Marketing Budgets | Newspapers | Out-of-Home | Paid Search | Video

Adap.tv-Budget-Shifts-to-Fund-Video-Ad-Increases-Sept2014Source: Adap.tv [download page]

    Notes: Video ad buyers are most likely to be drawing from display budgets to fund spending increases in the next 12 months, with broadcast and cable TV also under the gun. Interestingly, unlike agencies, trading desks and ad networks, brands are more likely to be cannibalizing cable than broadcast TV budgets, as there has been a significant increase from last year’s results in the proportion of brands that will be drawing video ad budgets from cable TV. Also of note, brands are more likely to be pulling funds this year from display and search, but less likely to be diverting funds from print.

      Related: [Debrief] TV in Context: Viewing Trends, Ad Spending, and Purchase Influence

        About the Data: Adap.tv’s 5th annual US Video State of the Industry report is based on a survey of more than 350 media and marketing professionals.

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