|[October 29, 2018]
Strategy Analytics: TV to Represent 80% of Global Video Ad Spend in 2023
The majority of budgets geared towards brand awareness continue to
prioritize linear television over online video, all the more as
multi-screen access and OTT distribution help traditional broadcasters
reach new audiences, according to a new report from Strategy Analytics (News - Alert), Global
Advertising Forecast - 2010-2023. As evidence for these
forecasts, the research noted that major advertisers have shifted ad
spend away from digital advertising towards TV, audio and ecommerce,
citing digital advertising's lack of efficiency and concerns over brand
security and fraud.
This press release features multimedia. View the full release here:
Strategy Analytics: TV to Represent 80% of Global Video Ad Spend in 2023 (Graphic: Business Wire)
The report can be access here: http://sa-link.cc/1nF
Key highlights of this report include:
In 2018, global TV ad spend will be over $195B and grow t $210B by
2023. The U.S. is the largest television advertising market,
accounting for nearly 36% of global TV ad spend in 2018.
Digital video will represent only 20% of global video ad spend in
2023, despite being the fastest growing digital advertising category
(+10.8% CAGR over 2018-2023), reaching nearly $51B in 2023.
The U.K., which has been a leader in adoption of digital advertising
and was the first country to see total digital advertising eclipse
that of TV advertising, leads the pack in terms of digital's share of
total video accounting for 44% in 2023, followed by the U.S. (30%) and
China (27%). On a per capita basis, marketers will spend $67.27 per
person on digital video advertising in the U.K. versus $65.76 in the
U.S. in 2023.
Michael Goodman, Director, Television & Media Strategies, noted, "With
consumers increasingly watching video across platforms, including mobile
devices and connected TV screens, audience
measurement agencies are evolving their tools, however, cross-device
measurement solutions are still geared towards reach-based metrics, and
in a fragmented online world, no media can provide reach better than
Nitesh Patel, Director, Wireless Media (News - Alert) Strategies, added, "While
concerns about brand safety, viewability, fraud, and the impact of GDPR
will be address by digital advertisers, traditional TV ad sales will
continue to dominate for the foreseeable future."
Strategy Analytics uses key supply side inputs for historic performance
and future market expectations include ad spend by category and
macro-economic conditions. TV advertising includes ad spend on linear
broadcast and cable channels while digital video ad spend includes
online and mobile.
About Strategy Analytics
Strategy Analytics, Inc. provides the competitive edge with advisory
services, consulting and actionable market intelligence for emerging
technology, mobile and wireless, digital consumer and automotive
electronics companies. With offices in North America, Europe and Asia,
Strategy Analytics delivers insights for enterprise success.
For more information about Strategy Analytics
& Media Strategies
Service Name: Wireless
View source version on businesswire.com: https://www.businesswire.com/news/home/20181029005536/en/
[ Back To Homepage ]