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State of the Screens

Gut check: Digital video ad spending is growing but TV still dominates

By May 21, 2018No Comments

Estimate #1: Ad spend on digital is now greater than TV in the U.S.

Estimate #2: 85% of video ad spend is on TV

How can both of these be correct? The overall digital spend includes ad types such as search marketing, display and non-video social. Also, a larger portion of digital video time is spent with ad-free services like Netflix which results in fewer ad slots per hour of viewing.

So nothing is changing? Absolutely not. Consumer behavior is rapidly changing and both disruptive (Facebook, etc.) and traditional (Disney, etc) media companies are preparing for this bold new world.

U.S. Media Spend Growth % (2017–20):
1) Television — ↑ 8%
2) Digital Video — ↑ 43%

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.