The explosion of new video formats and subsequent shifting of advertising dollars from TV to digital requires a heavier focus on creating content for shorter ad lengths (0:05, 0:06, 0:15, etc.) to deliver a message with an eye toward ever-shorter attention spans.
Advertisers that pay for 9 out of 10 TV commercials contribute about a third of digital ad spending.
The other way to look at this is that the advertisers that cover 70% of digital ad spending only account for 10% of TV spend.
Not only are there differences in creative tastes but different advertisers are allocating their budget in completely different directions when it comes to TV and digital.
Google will not allow 30-second ads that are unskipabble by the end of the year.