Ad spending on original digital content has posted staggering gains in the past couple of years. MediaPost reports that spending on desktop and mobile combined has more than doubled since 2014, with the bulk of the money coming out of television.
The report cites survey results released this week by the Interactive Advertising Bureau, based on a survey of advertiser and agency executives by Advertiser Perceptions.
The results, released as the Digital Content NewFronts get under way in New York, “suggest a significant shift is taking place in the TV/video advertising marketplace,” the story reports.
The survey “found that their average video ad spending has nearly doubled over the past three years, but their investments in the kind of ‘original’ digital video programming being showcased at the NewFronts rose 114% in two years,” the article reports.
“Asked where the digital video ad budgets were being funded from, traditional TV budgets were cited as the source for 72% of total digital video and 64% for ‘original’ digital video,” the report adds.