Stories

Sara Fischer May 18, 2017
SaveSave story

Digital video ad spending is growing but TV is still huge

Marketers have almost doubled spending on digital video advertising since 2015, according to a new study from the Interactive Advertising Bureau. Also 80% of marketers and media buyers plan to increase spending in original digital video through the end of the year. But digital video ad revenue has a long way to go until it catches up to TV.

Data: eMarketer; Chart: Lazaro Gamio / Axios

The big question: Experts have long predicted that TV ad spending will eventually plummet, similar what happened in newspapers in 2000, but the timing will likely depend on a few factors, like retransmission and programming contracts, and most importantly, ad-buyer efficiency.