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As TV ad budgets slowly move online, those making the jump are impressed

Date: June 28, 2013

Multichannel(s): Video Marketing

Added by: Mayra Ruiz-McPherson

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Nearly three in every four ad dollars flowing into online and OTT video is coming from TV money, according to a recent study from AOL’s global branded content platform Be On.

The majority of online video spend in the last 12 months is coming from budgets previously reserved for TV advertising according to Be On. Although TV is considered a key awareness driver, 78 per cent of respondents in Europe and 58 per cent globally said they could achieve greater engagement and scale with online video.

However, another report by PwC gives a much more modest growth trajectory for online video cannibalisation of TV ad spend. Here’s PaidContent’s verdict on their findings.

Source: Theguardian

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