The Great Transition -- Where Do TV Ad Dollars Go?

The Great Transition -- Where Do TV Ad Dollars Go?

  • October 2021 •
  • 8 pages •
  • Report ID: 6173711 •
  • Format: PDF
This IDC Perspective discusses the shift in U.S. TV and video advertising spending and its implications for brands and agencies. The expected shift in investment comes primarily because of marketers aligning budgets to better match their audience's media consumption behaviors as well as the myriad of measurement and targeting benefits offered by digital video. While the advertising ecosystem remains underdeveloped, the size of the opportunity means it behooves advertisers to start investing in the channel despite the challenges inherent in doing so."Advertising spending on digital video is poised to accelerate dramatically by 2025. While overall video advertising spend will grow moderately during this time, we will see a significant shift in the way video budgets are allocated," said Karsten Weide, VP for Media and Entertainment at IDC. "Marketers will want to move quickly to take advantage of fast-growing video channels, especially mobile video and CTV."