According to a new Videology survey, there is a widespread expectation that online TV consumption will increase significantly over the next three years, and that advertisers will mirror this in their allocation of resources.
Participants included 100 decision-makers from US advertisers, agencies, and media companies, including both traditional and online-only video content producers.
Of those surveyed, 73% predict an increase in the consumption of full-length shows online, 77% predict an increase in smartphone video viewing and 79% predict more time will be spent watching smart TVs with a direct internet connection. Accordingly, 71% think advertisers will shift dollars from linear TV to digital channels in the coming years, up from 65% in 2013.
Even with these shifts in video consumption, however, the survey revealed TV’s continued relevance, and an optimistic year-over-year outlook on the growth of the medium. In fact, 49% of those surveyed believe that time spent watching traditional TV will increase over the next 3 years, up from just 22% who believed it would increase when surveyed in 2013.
“Despite tremendous growth in alternative viewing options, TV is not going away,” comments Scott Ferber, Chairman and CEO, Videology. “The future of video advertising is not about a one-way shift to digital video, it’s a holistic approach to all screens. The lines between TV and video are all but indistinguishable to consumers, and the most successful advertising will take that same approach.”
Ian Forrester (Unruly), Germaine Ng Ferguson (StarHub) and Graeme Hutcheson (Sky Adsmart) will be among the panellists discussing ‘future models to maximise advertising revenues’ at at this year’s TV Connect (26th – 28th April 2016 ExCeL, London)