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67% Of Ad Buyers Say Original Digital Video Will Soon Rival Original TV Programming

Two-thirds of marketers and agency executives expert original digital video to become as important as original TV programming within the next 3 to 5 years, according to a survey released by the Interactive Advertising Bureau (IAB) this week.

The Digital Content NewFronts: Digital Video Spend Study of 305 buy-side professionals comes as digital media companies show off their latest offerings to the advertising industry at the NewFront in New York in the vein of traditional TV networks’ Upfronts. Digital video has been growing significantly, and shows no sign of slowing. Brand advertisers surveyed stated that they increased budget allocations for digital video by 90% over the past two years. In the upcoming year, buyers anticipate an increase advertising budgets and two-thirds stated that broadcast and cable TV ad budgets are very likely going to remain flat or drop in the next year.

The Senior Vice President of Research, analytics and Measurement at the IAB, Sherrill Mane said; “This study demonstrates unequivocally that digital video is a fierce competitor for advertising dollars. Brand advertisers and media buyers have been dramatically increasing their commitment to digital video, so all signs point up for this captivating form of storytelling as the industry rallies for the NewFronts.”

The industry has, however, faced challenges in its efforts to attract the big brand budgets that TV has enjoyed for decades. Marketers and agencies continue to look for effective sales and branding opportunities and digital video metrics that are consistent with TV, wrote the IAB in releasing the results of the survey. The NewsFronts are being held throughout New York City over the next two weeks.

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