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Throw Out Your TV; Programmatic Driving Mobile, Video Ad Spend

Posted on 9.12.2016

Traditional advertising formats are falling behind at an accelerated rate according to eMarketer's latest ad spending forecast, which suggests that digital will overtake TV ad spending this year for the very first time.

By the end of this year, US digital ad spending will reach $72.09 billion, representing 36.8% of total US media spending (TV will represent just 36.4%).  

“Digital advertising is not only pulling dollars from traditional media, but it’s also creating new advertising opportunities at the local and national level,” said eMarketer forecasting analyst Martín Utreras.  

The strength of the digital ad market is driven, eMarketer suggests, by mobile and video. Mobile ad spending, in particular, will grow 45.0% this year to reach $45.95 billion, and by 2019, will represent more than one-third of total media ad spending in the U.S.

“Programmatic is making a lot of the inventory more accessible, not just to larger marketers but also to local and smaller advertisers,” said Utreras.  “At the same time, the focus of the industry on viewability, native, and better measurement is driving more dollars and delivering better results.”


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